Subway set to reveal new campaign
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.
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TV's a million times better than the old campaign.
Bobby Fossil doing the voiceover!!!??? Nice.
Very, very, American.
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anything that shows a hipster getting a few kicks wins in my book.
any chance you could have one being kicked off a fixie?
Clients such as this with no commitment to a clearly defined long term branding strategy, who constantly changes agencies in search of fools gold, get exactly the kind of advertising they deserve - s**t
This is way better than the old stuff. Even the food photography looks better. Just feels bigger and more of a reason to go. It's a range message done well. The American voice goes back to their roots and this again works for me. And the sniping here will be from obvious sources. Get over it.
You're never alone with a Strand? F**k off Granpa.
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You're over thinking it.
Was Hamlet campaign "fags for losers"?
Bottom line...
We believe in it
Client loves it
Tests brilliantly
Ben or anon? Make your mind up. But I agree. Hypnotist one is a fantastic creative idea. You can stick all the 'long term branding strategy' planning b*llocks. It's a funny ad. It'll get noticed. End of.
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You'll not get any sniping from any of us at Frame
Actually these ads are pretty good. And they're single minded.
Bish and Il think the snapshot changing revolving food photography is quite a neat idea too.
Good luck to Momentum and McCanns. And good luck Subway. It's tough out there on the High Street. And it's our jobs as creatives to come up with ideas that'll make it easier for our clients.
So stop reading this and go and do some work. For whichever clients you've got on your desk right now.
That's what we're doing.
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Thank you Angus.
Very kind and magnanamous.
Say hello to The Bishop.
It's a Big Mac
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Nice.
Greggs. In the words of Don Logan, "It's your move".
Neat, nice and niche. The sarnie you need, when you probably need it most. Think it's fairly obvious that they're a remedy for otherwise losers.
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Nice work Ben. Simple idea well executed, though I do think the hypnotist exectution is head and shoulders above the others. Like a couple of the other contributors here mentioned, let's hope they don't chop and change too much and give it a good run (on the proviso it works of course).
And yes, I do think a few on her are over-thinking something which is essentially quite simple.
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Well done Ben - i wasn't sure about the strategy at first, but you've really brought it to life. It gives us (Cogent) a great vehicle to work with.
I think it's probably designed to sell sandwiches rather than stimulate debate, to be honest.
"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”.
I'm sorry, but people will take out of this ad a guy dancing around in his underpants, not what the client has said above, which is just wishful thinking. That's what makes the advertising business tough to do well. A mildly amusing commercial with a tenuous segue into the product doesn't make a great campaign that will have people re-thinking their view on Subway. Forget the backslapping and honestly answer this question. If it were your own money and your own sandwich chain that had the above-mentioned usp, would you run this campaign? No chance. It simply won't make the emotional connection that a sandwich chain needs to with the public. Without that, nobody will pay any attention.
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i like them. apart from the hitcher. i think folk will see subway as a feel good sandwich place. had the mick ripped out of you, there's a sub to cheer you up. also the variety that subway can offer can be tailored to that mood...though that's all looking a little too deep.
"It simply won't make the emotional connection that a sandwich chain needs to with the public. "
you do know this is about subway not philpotts...
I'm surprised Subway are selling on a strategy of range. You can have anything you want at Subway as long as it's a sandwich. Surly on the divers offering front Gregg's have Subway beat hands down for choice and price. I see this campaign doing little to change Subways poor image of being over priced and low quality. Good luck with this Subway but I doubt very much that you’ve stumbled on the holy grail. More of a polystyrene cup.
I think you may be over-estimating the role TV plays in building customers' perception of Subway. It can't do too much more than engage them for a few seconds and remind them of what they have to offer. You cannot appreciate a Subway without trying a Subway – and therefore more direct channels actually deliver the customer experience the client is looking for. The client talks about the platform – not just the TV campaign – and the platform may well deliver based on how the other agencies use it.
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If I was being cynical Id say the guy getting kicked is a bit 'Tango' and the hitcher misses the mark for me but I love the hypnotist. That's the ad that will get the hits on Youtube, that's their target market and that's the ad that people will be talking about. Emotional connection? Why not? It made me smile. You could argue that's the point - comparethemarket.com anyone?
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There is a heck of a lot of over-thinking going on here (mostly from the anonymous people - why am I not surprised?).
The campaign is very 'on brand' - quick, snappy and topped off with dash of American VO.
Everyone will have their favourites but for me 'Hypnotist' is my steak and cheese - head and shoulders above the other two, it'd be good if they could keep up to this standard.
They've got a great, simple advertising property. Here's hoping the client will give the campaign time to develop and uncover some more gems.
And well said Angus.
Back to school for you Mr Longstaff. Anyone knows that it's mass-market brands like Subway that need to forge the strongest emotional bond with their consumers. Heinz baked beans, Kelloggs, Coke, Walkers, Ford etc etc have been doing it for years. It's a confidence thing
Well I think you're under-estimating the roll of TV. Yes it’s funny but where’s the brand truth?
And to David, brands are complex, this one is in crisis and needs more than a sticking plaster.
Tell you what chaps this is retail. The tills will tell.
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"Roll of TV" - was that on purpose?
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With you on that Mr Isaac. I think the line 'There's a Sub for that' has legs. I do hope time is given to develop this camapign. But standards need to be at the elvel of hypnotist.
Eat Fresh is still their end line. It's under the logo G.
The brand truth. Jeez. When will someone rid me of these turbulent/full of bullsh*t planners?
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Maybe they should have 'an app for that' ie. a subway app, if they are gonna steal/borrow the tag line why not go the whole way and utilitse the app store. you could create your own sub in your app! happy days. Something along the lines of types of people married with types of sandwiches would be nicer.
This geeky student stuff is annoying and very closed market in my mind. the hypnotist one is the best and made me giggle, is that job done? MMM lunch approaching, where's the nearest Subway??
I agree with Julie
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I like the aerobics and the hitcher advert, tattoo advert far too much like Tango and will get banned the same way the tango slapping advert did ! maybe that is intentional ? Not sure how the adverts link with the message though ? Sub of the day choice for a Hitcher - Chicken and Lettuce with mayo ? Focus groups will love humorous adverts by the way Ben, will it link with the sales? only if you get enough exposure ! Compare the Sandwich.com
Introducing the 'We had this bottom draw idea for someone else 3 years ago so let's just change the logo at the end' Sub.
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