Subway | dentsu
S O M U C H N E W
In the summer of 2021, Subway revamped nearly every single item on their menu as a part of the Eat Fresh Refresh.
When Subway opened, they changed the game. But you’ve got to refresh to be fresh. And so in 2021, Subway revamped nearly every single item on their menu, from how they make it, to how they bake it, to how they bring it to you.
It was a lot of new to cover. So much, it couldn’t fit in one anthem. So we made three...
We then made nine ads focusing on the ingredients, but still ran out of time.
We tried to fit it in the tallest billboard in the world and 4 point type.
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.
Within minutes, Subway was the 9th most talked about topic on twitter (#1 in Boston) without any paid support.
But then we realized, there were still more refreshes to talk about, so then we started buying time in show promos...
Then we bought time in influencer videos. Over 14 of them, here are a few...
We also appeared in the weather reports on Gas Station TV’s nationwide, in the middle of podcasts and more because we kept having more new things to talk about.
And all of that work, is working. We reached campaign awareness levels of almost 80% with the influencer videos reaching over 40M people across all platforms and engagement rates that were way over original estimates.
But the most impressive statistic is that sales skyrocketed to numbers unseen in almost a decade, with store sales 10% higher than pre-pandemic levels and Subway is on track to exceed it’s original sales target by more than $1 billion. That’s billion with a B.
Then we bought time in influencer videos. Over 14 of them, here are a few...
We also appeared in the weather reports on Gas Station TV’s nationwide, in the middle of podcasts and more because we kept having more new things to talk about.
And all of that work, is working. We reached campaign awareness levels of almost 80% with the influencer videos reaching over 40M people across all platforms and engagement rates that were way over original estimates.
But the most impressive statistic is that sales skyrocketed to numbers unseen in almost a decade, with store sales 10% higher than pre-pandemic levels and Subway is on track to exceed it’s original sales target by more than $1 billion. That’s billion with a B.
covered by
Anthems, Athlete 15s, 6s, USA Today
Executive Creative Director: Matt Ian
Group Creative Director: Jason Stefanik
Copywriter: Paul Bailey
Art Director: Russell Hendrie
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Executive Creative Director: Matt Ian
Group Creative Director: Jason Stefanik
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Copywriters: Alexander Augustinos, Stuart Tierney, Harry Evans
Art Directors: Declan Byrnes-Enoch, Alex Zermeno
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Executive Creative Director: Matt Ian
Group Creative Director: Jason Stefanik
Copywriters: David DiRienz
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Group Creative Director: Jason Stefanik
Copywriter: Paul Bailey
Art Director: Russell Hendrie
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Executive Creative Director: Matt Ian
Group Creative Director: Jason Stefanik
Copywriters: Alexander Augustinos
Art Directors: Declan Byrnes-Enoch