Subway

Eat Fresh Refresh

0

sales in 6-week period

0

impressions

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shopping clicks

Challenge

BRAND KNOWN FOR FRESHNESS BECAME STALE

Subway was an original disruptor that broke up the burger monopoly with fresher options. Over time, new players and brand missteps ate away its iconic promise of “Eat Fresh.” The headlines were brutal. Revelations that Subway sandwiche...

Challenge

BRAND KNOWN FOR FRESHNESS BECAME STALE

Subway was an original disruptor that broke up the burger monopoly with fresher options. Over time, new players and brand missteps ate away its iconic promise of “Eat Fresh.” The headlines were brutal. Revelations that Subway sandwiches had something in common with your yoga mat—even legendary foot longs weren’t measuring up with complaints of skimping on size. Reputation broken as a global pandemic rolled in.

Solution

GOTTA REFRESH TO BE FRESH

Subway embarked on its largest update in the chain’s 56-year history. We’re talking new ingredients, new sandwiches, mobile app upgrades and substantial restaurant remodels. With so much new news, we needed expansive carrier pigeons to get the word ...

Solution

GOTTA REFRESH TO BE FRESH

Subway embarked on its largest update in the chain’s 56-year history. We’re talking new ingredients, new sandwiches, mobile app upgrades and substantial restaurant remodels. With so much new news, we needed expansive carrier pigeons to get the word out. A spokesperson? Not enough. We assembled a “spokesteam” of Steph Curry, Serena Williams, Tom Brady, Megan Rapinoe, Charles Barkley, Marshawn Lynch, Russel Wilson and Trevor Lawrence. No, the news could never fit in a single spot—so we had to cut off our celebs mid-sentence, we had spokesperson refresh moments mid-commercial. We even bought time in other ads to sandwich in our message within regional car dealer, attorney, furniture store spots. Bringing the refresh to Beats by Dre? That too. Heck we refreshed Subway’s entire media approach, taking over Time Square while infiltrating culture with surprise appearances in popular talk shows, cartoons, Spanish-language TV and weather reports.

We created over 100 pieces of content to try and cover it all and still failed to fit it all in. So we got creative and found a media placement no one had ever used before. We bought time in other brands’ commercials.

And to close out the campaign, we launched this ad in the first game of the NFL season.

Result

REVENUE + BRAND RENAISSANCE

Subway beat its sales projections by nearly $1.4B, after a decade of sales decline. It also reached its highest annual AUV since 2014. Digital sales alone tripled 2019’s.

“Subway sales results indicate we have the right team and strategy to bring our multi-year transformation journey to life” CEO John Chidsey told Quartz. “As we continue to evolve and build a better Subway, our priority remains working closely with our network of dedicated franchises to help them grow their business and deliver a better food and better guest experience.”

Dentsu Creative

We Fuel Growth Through the Power of Transformative Creativity

Dentsu Creative is a global creative agency network designed to unlock exponential growth for clients. We use Transformative Creativity as a differentiating, driving force to bring our capabilities together to positively impact people, business and society. Established in June 2022, Dentsu Creative is integrated with 最准一肖一码100%准’s Media and CXM businesses in over 145 countries and regions, to offer Integrated Growth Solutions.