Subway has unveiled a new brand platform, called ‘Keep Discovering’, to promote the various flavours and combinations that it offers.
The campaign comprises TV activity supported by a cross channel campaign. The TV and cinema executions play on the tension when the moment to order your Sub arrives in a humorous, yet realistic way. It poses the questions: ‘Do I stick to the usual?’ ‘Should I experiment on a new Sub?’ ‘Am I holding up the queue deliberating?’.
Subway knows that these are the types of thoughts that go through thousands of its fans’ heads every day. Based on research, most customers tend to find a Sub they like and stick with it – limiting the possibilities their taste buds are exposed to. With an unparalleled range of freshly made food, SUBWAY is well positioned to allow its customers to actually discover more.
To capitalise on this, the new creative focuses on our Compadre in a pre-order deliberation between Subs. It shows a range of iconic bestselling Subs: Chicken Teriyaki, Steak & Cheese and the Italian B.M.T to showcase the wide range of sandwich options available at Subway. It then encourages customers to keep on discovering the range on offer by promoting the huge variety of fresh and tasty combinations.
Commenting on the activity, Greg Madigan, head of brand for SUBWAY UK and Ireland, said: “I am delighted to kick off our new brand revitalisation campaign, with a new energy and a choice message that empowers consumers to Keep Discovering everything that our menu has to offer in SUBWAY stores.”
Rob Doubal, chief creative officer from McCann London, added: “We’ve all been in the order-terror moment. With this campaign we wanted to reassure people that this is perfectly normal situation. That they should throw their irrational caution to the wind and venture on a journey of discovery.”
The Keep Discovering campaign will be supported by a heavyweight £2.5m spend, with the millennials the key target audience. With TV as the launch media it is supported with OOH, up-weighted with the use of digital six sheets. Continuing the drive to connect with younger audiences, the brand is testing 100% broadcast to VOD services including ITV Player and All4. For maximum impact, full back page print advertising will run in key commuter and tabloid titles.
A comprehensive ‘always-on’ mobile campaign will push targeted adverts direct to consumers, capitalising on the immediacy of the QSR sector. This takes into account potential customers’ proximity to Subway stores and user behaviour, to determine how regularly they eat ‘food on the go’.
In an exciting first for the brand, a ‘Keep Discovering’ will also feature cinema ads to be screened nationwide. Cinema recall performs well for the target audience and is a key vehicle to shift brand perceptions.