Subway, the sandwich chain, has announced its new creative direction for the brand since the appointment of Momentum and McCann Erickson, to be launched in a national
The new brand-led strategy seeks to build on the Subway stores point of difference versus the fast food competition, customisable products using fresh ingredients.
This signifies a new direction for the Subway brand and the strategy, since the business reviewed out of previous incumbent, Glasgow-based Frame.
Alex Cacouris, head of marketing for the Subway chain said: “This campaign puts a big brand idea right at the heart of the business. It highlights the fact that, unlike competitors, the Subway chain is the only quick service restaurant which grants customers total choice and customisation, right down to the bread, the filling, the salad and the sauce. This means that whatever the day, whatever your mood, there’s always a perfect Sub to suit”.
The campaign comprises of TV, outdoor advertising and a whole suite of in-store POP materials in addition to PR and the objective is to drive footfall in stores across the UK and Ireland and build on the phenomenal growth and success of the chain.
The retail campaign created by Momentum includes two promotions active across all UK and Ireland Subway stores; ‘Steak & Pepper Cheese’ and ‘Sub of the Day’; new uniforms; and POP items. The POP materials also refresh key brand identity elements such as the ‘Sub of the Day’ and ‘Low Fat’ logos.
To complement the changes in-store, McCann Erickson London has developed two thirty second and threeten second TV spots, and an outdoor campaign including bus shelters, billboards and telephone kiosk wraps. The work will roll out across the remainder of the year to support various product ranges, starting with the ‘Sub of The Day’ promotion in September.