Subway has unveiled a new brand platform, called ‘Keep Discovering’, to promote the various flavours and combinations that it offers.
The campaign by McCann London, 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.”