Saatchi & Saatchi masterminds Subway UK’s biggest marketing investment in 25 years
The sandwich shop will also be an official Love Island sponsor to help make its case.
To promote its biggest menu transformation in its 60-year history, Subway has aired two new TV ads.
‘Two Ways to Subway’ focuses on the insight that there are two types of people in the world: those who want to pick everything and those who are happy to go with the flow. The first ad shows a woman who is shocked by her boyfriend’s relaxed attitude to what goes in his sub, while the second features an exhausted office worker trying to convince her micromanaging boss to go with the flow when ordering his lunch. Both end frames, ask the question: “There are two ways to Subway, so which way are you?
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Kirstey Elston, marketing director, Subway UK and Ireland, said: “We are really excited about this creative campaign that encourages people to think about what type of consumer they are: someone who loves to create or someone who likes a creation,"
"As well as the two new TV spots, where better to spark a debate than during Love Island? We know people are as passionate about their Sub order as they are about who’s coupling up with who. This is Subway’s return to TV after several years and we can’t wait to start a new conversation about the Series and find out ‘which way are you?’.”
Created by ad agency Saatchi & Saatchi, the campaign is the brand’s biggest marketing investment in 25 years and sees separate ads for Love Island fans.
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A further three TV spots depict fictional islanders speaking to the camera in a ‘meet the islanders’ style creative, talking about what they are looking for. In a fun twist, it's revealed that they are actually standing in a Subway store talking about the kind of Sub they are looking for.
Franki Goodwin, chief creative officer at Saatchi & Saatchi, added: “From the very start this was a brilliantly counterintuitive brief because Subway has uniquely revolutionized their menu… with a menu.
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“We’ve found the perfect vehicle to spark debate and get the nation arguing about lunch (something important for a change). We’re really looking forward to seeing this campaign out in the world and to challenging the classic way to Subway with a whole new way.”
Read our interview with Subway’s vice-president of marketing.