Subway Gives Away 13 Million Meals To Hunger Relief Charities Via JWT Sydney

Subway Gives Away 13 Million Meals To Hunger Relief Charities Via JWT Sydney
SHARE
THIS



In a global, real-time data-led campaign devised and executed by J. Walter Thompson (JWT) Sydney, more than 40,000 Subway restaurants in more than 60 countries recently invited customers to join the Subway Live Feed to help fight hunger around the world.

The concept, developed specifically to celebrate World Sandwich Day on Friday 3 November, saw Subway partnering with local hunger-relief charities. Locally, Subway partnered with Foodbank Australia.

For every sub bought, Subway gave a meal to someone in need through partner charities.  Meals donated on World Sandwich Day were tracked through the Subway Live Feed digital ticker in real time.

For the majority of participating countries, a live API sourced from Subway’s point-of-sale devices at the restaurants was used to demonstrate in real time a country-specific and global live tally of the number of meals that Subway was giving to charity.

Individual countries displayed their tally on their campaign microsite, on digital banners and on dynamic outdoor billboards around the world, including 42nd Street, NYC. Word was also spread via social.

Subway Live Feed

The data-driven idea was conceived and developed locally by JWT Sydney and then expanded to a global campaign with reach in 60 countries.

JWT Sydney won the Subway World Sandwich Day business in a global pitch against agencies from Canada, UK, USA, MEA and LATAM in August. Locally, JWT was awarded the Subway Australia account following a pitch earlier this year.

The campaign was supported by a robust PR campaign that worked to engage Subway’s corporate staff, franchisees and sandwich artists in the lead-up to the day, as well as drive awareness with guests through influencer content and local area marketing.

The campaign in Australia was supported by other WPP AUNZ agencies including Webling, PPR and Ikon.

Chris Carroll, chief advertising officer at Subway, said: “The Live Feed concept has been our first globally activated campaign for the brand and it is a huge success.

“Subway Live Feed enabled us to engage with our guests in ways we haven’t before – from using live data to drive momentum, and empowering our staff and guests to make a real difference to people in need.

“It is really promising to see our Australian agency, J. Walter Thompson, leading a very successful global campaign, and we look forward to making this an annual campaign for Subway.”

Thirteen million meals were donated to charity across the globe as a direct result of the campaign, while ales at the 40,000 Subway restaurants increased by up to 20 per cent.

Locally, over 287,000 meals were donated in Australia, and over 90,000 in New Zealand, as part of the Live Feed.

CREDITS

Creative: J. Walter Thompson

Executive creative director: Simon Langley

Associate creative director: Sinead Roarty

Senior art director: Alexandra Antoniou

Executive planning director: Angela Morris

Senior account director: Jack Blades

Account manager: Bronte Rohrig

Account executive: Will Berry

Producer: Paul Friedmann

Editor: Kel Gronow

Designer: James Tranter

Digital: Webling

Managing director: Deniz Nalbantoglu

Creative director: Carlos Guedes

Public relations: PPR

Media: Ikon Brisbane

 

Latest News

How To Create Connections To Increase Your Influence
  • Opinion

How To Create Connections To Increase Your Influence

Darren Fleming (pictured below) is a speaker, author and trainer who specialises in helping leaders influence their teams. He is the author of Don’t be a D!ck – creating connections that make influence happen. In this guest post, Fleming offers proven tips on how to improve staff connections and your influence around any office… The secret to […]

Opinion

by B&T Magazine

B&T Magazine
PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman
  • Advertising
  • Campaigns

PayPal Unveils “Uncle Awesome” In Witty Christmas Spot Via Buzzman

A dodgy uncle is the star of PayPal’s new Christmas spot set to air across 15 european countries this festive season. The work of famed Parisian agency Buzzman, the ad plays on the traditional family Christmas and the arrival of an uncle notorious for his over-touching, cheating and over-eating. This time around, thanks to Paypal, Mr […]

Isentia Builds Out Executive Team With Three New Appointments
  • Media

Isentia Builds Out Executive Team With Three New Appointments

Isentia Group Limited has announced three senior appointments to its executive leadership team to accelerate product enhancement, operational efficiencies and support ongoing transformation. Following an extensive search, Paul Russell has been appointed chief technology officer (CTO), Kelly Young chief human resources officer (CHRO) and Peter McClelland chief financial officer (CFO). Ed Harrison, Isentia chief executive officer and managing director, […]

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’
  • Campaigns
  • Media

Ovarian Cancer Australia Says ‘It’s Time For Ovary-Action’

Ovarian Cancer Australia has launched its first pieces of work via agency 10 feet tall. ‘It’s time for ovary-action’ is their empowering, new creative platform that aims to rally all Australians to stand up and take action for the cause. The launch includes a quirky content video accompanied by print and radio components that aim […]

Assembly Label Appoints The Wired Agency
  • Media

Assembly Label Appoints The Wired Agency

One of Australia’s leading fashion brands, Assembly Label has officially appointed The Wired Agency as its exclusive digital campaign partner. As a market leader in the ‘simplified essentials’ space; quickly becoming renowned for their minimal approach to design and clothing construction, Assembly Label has recently opened their tenth retail location as well as being well-represented […]