Kirstey Elston, Marketing Director for the UK and Ireland, emphasised that the campaign aims to highlight the two different ways people can enjoy Subway and provide a quick and easy experience for customers.
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SubwaySubway is launching a new campaign in the UK and Ireland, marking one of its largest marketing investments in the region to date. The campaign, starting on May 31st, will be featured across various media channels, including TV, video on demand (VOD), out-of-home (OOH), public relations (PR), and social media.
The campaign celebrates Subway Series, the brand’s most significant menu transformation ever. For the first time in Subway’s history, customers now have two options for ordering at their 2,300-plus restaurants. They can choose from 15 new chef-inspired creations for a quick and delicious Subway experience or continue to customize their own Sub, Wrap, SubMelt, or Salad.
Developed by Saatchi & Saatchi, the creative for the campaign will initiate a nationwide debate, highlighting the two types of people in the world—those who prefer to customize their meal and those who enjoy someone else’s creation. The campaign aims to generate curiosity, spark conversation, and attract a new consumer base to Subway, leveraging the fact that the UK and Ireland are known for their love of sandwiches, consuming an average of 3.6 billion sandwiches per year.
The campaign will reach 96% of 18-44-year-olds through a nationwide advertising strategy, encompassing linear TV, VOD, online video (OLV), and radio. It will encourage people to choose a side and feature OOH activations showcasing the best new recipes on the menu. PR, influencers, and social media will also contribute to bringing the debate to life, while customer relationship management (CRM) and loyalty initiatives will engage Subway’s regular guests with the new menu options.
Louise Wardle, Vice President of Marketing EMEA at Subway, expressed excitement about the significant marketing investment and the opportunity to expand Subway Series across the EMEA region. Kirstey Elston, Marketing Director for the UK and Ireland, emphasized that the campaign aims to highlight the two different ways people can enjoy Subway and provide a quick and easy experience for customers.
Saatchi & Saatchi’s Chief Creative Officer, Franki Goodwin, mentioned the unique challenge of the campaign and the opportunity to spark debate and get people talking about lunch in a different way. The campaign aims to challenge the traditional way of ordering at Subway and present a fresh approach.
