A new brand campaign for SUBWAY Restaurants created by agency Ripe Solutions has launched, reinforcing how SUBWAY fuels Australian consumers with the energy they need to go and get the most out of life.
The Eat Well Go… campaign is one of the biggest campaigns SUBWAY has embarked on in some time and represents a new strategic direction for the brand, featuring a suite of TVC’s, outdoor, digital, radio, PR, and a social influencer campaign.
SUBWAY used MindSight, a leading global neuroscience tool from Sprout Research, to help develop Eat Well Go… positioning, and delve deep into consumers’ emotional psyche, according to regional marketing director, Gina Kahler.
“Research reinforced that consumers’ perceive SUBWAY as a source of eating well to help them achieve the most out of life in their day, and feel good, not guilty,” Kahler said.
Ripe client service director Jude Johannesen said Eat Well Go… is a communications shift that attempts to go to the heart of what customers’ say SUBWAY stands for – fuelling their bodies with the energy they need to get the most out of life, no matter what their goals.
“By bringing this to life through Eat Well Go… we hope to build a stronger emotional connection to our customers,” Johannesen said. “Eat Well Go… shows the wide appeal of SUBWAY and the role the brand plays in allowing people to go further, go harder, go longer and go do more of the things they love.”
The Eat Well Go… campaign features a TVC shot in picturesque parts of Australia and New Zealand and filmed by award-winning Play TV director Frazer Bailey and director of photography Ben Nott.
Dan Kohler, Subway international marketing director said the consumer insight gained from Eat Well Go… enables the brand to build upon the strategy in other parts of the world.
“The work being done in Australia feeds into similar work we are activating in other markets. We’re looking with keen interest to see the results in Australia and how these learnings could be implemented elsewhere,” Kohler said.