The campaign, which will run across the UK & Ireland, kicks off with a TV ad which depicts the set of a Subway commercial being interrupted by a group of masked invaders to shut it down, in protest to showing customers the amount of choice available at Subway stores.
Launching Subway’s new global ‘Make It What You Want’ platform in the UK & Ireland, the campaign also introduces the brand’s new and improved menu which gives customers even more ways to customise their lunch exactly how they want.
Alongside all the old favourites, Subway’s re-vamped menu now features 21 new and improved ingredients including sriracha hot chilli sauce, crispy onions and chilli & paprika bread, and is part of the broader ‘Fresh Forward’ business update including new store fits.
The launch TV ads, directed by Michael Clowater through Smuggler, go live on 15th July and include executions for TV, online, cinema and digital channels. In addition to this, Subway will be celebrating customisation and introducing the improved menu with further executions across radio, print, outdoor, social and in-store.
The campaign is the first by Above+Beyond for Subway UK & Ireland since winning the contract in April.
Colin Hughes, country director at Subway UK & Ireland, said: “We’re really excited about the new direction Above+Beyond have identified for Subway, and this first campaign is a reflection of the bold strategy and creative energy they have brought to the table. It’s been a truly collaborative process so far, and the team and franchisees are very excited about what’s to come – we couldn’t ask for a better start to the relationship.”
Above+Beyond Partner and Chief Creative Officer, David Billing, said: “It’s hugely exciting to have met Subway at such a pivotal point in the brand’s journey. There’s a real energy, a fighting spirit in the brand now and they’re committed to making bold work that gets noticed. It’s a dynamic category that demands full participation – you can’t just sit on the sidelines. This work has been a lot of fun, and we’ve only just started.”