Subway push new opening hours and breakfast meals with 'My Sub, My Way' advertising campaign

Opening hours are being extended nationwide with the sandwich outlet now offering breakfast from 7am–11am on weekdays.

Subway will also engage in a £1.7m cross-channel campaign which includes TV, radio, OOH and print activity. The new TV advertising campaign introduces Bruce, a man who is ‘definitely not a morning person’ who needs a Subway to gain vitality: the message being that consumers should take control of their mornings and have a customised breakfast.

The campaign will also be supported by social activity, centred on the promotion of the hashtag #NotWithIt.

Across Facebook and Twitter, Subway will look to engage with fans when a photo or post is tagged with the #NotWithIt hashtag; responding with morning words of wisdom and funny content in an effort to incentivise them to try the Subway breakfast menu.

Commenting on the launch Manaaz Akhtar, regional marketing director for Subway Europe, said: “With consumers leading increasingly busy lives, this new value option presents an attractive option for commuters.

“By increasing our promotional activity and committing to extending the opening hours of our stores from 7am on weekdays, we believe both new and existing customers will be encouraged to try our great tasting, value breakfast range as we try to make their mornings just a little bit easier.”

There are over 40,000 Subway stores in over 102 countries.