Subway Australia has launched a brand-first marketing campaign, with a series of non-branded billboards popping up around the country.
The campaign celebrates the sandwich giant’s iconic Footlong sub and involves billboards showcasing a larger-than-life view of the food, without a logo or brand name in sight.
Subway head of marketing, Rodica Titeica, said the campaign traded off how well-known, well-loved, and easily identifiable the global sandwich brand is with Australians.
“Sometimes saying less, says more – and when your product is as universally known and loved as the Subway Footlong, it speaks for itself,” Ms Titeica said.
“Research shows that 97 per cent of all consumers can identify Subway’s famous Footlong, without any brand information.
“Few brands can have this Eat Fresh confidence to put their products up in lights on a billboard, knowing they will be universally recognised and set mouths watering.”
The billboards are the latest move for the brand that started the year with a relaunch of the tagline Eat Fresh, as part of its new partnership with agency Publicis Worldwide.
“Highlighting Subway’s iconic footlong sub is about Subway reclaiming its fame through a fresher approach,” said Publicis Worldwide executive creative director Ryan Petie.
“Our current campaign boldly celebrates our iconic Subway Footlong, reminding guests that when they’re craving a burger – ours is the best value in town – it’s a Footlong,” Titeica said.
“Eat Fresh is more than freshly-prepared food, it’s an attitude that underpins everything our brand represents – one that we’re proud to be highlighting in our Footlong fame campaign.”
The campaign runs until the end of May and is the third campaign produced by Publicis Worldwide since their appointment as the brand’s creative agency of note for Australia and New Zealand, in mid-2020.
Please login with linkedin to commentSubway
Across the world, rising costs are causing anxiety and financial struggles for consumers. The worldwide impact of inflation is affecting their outlook and behaviour. More than half of consumers globally are struggling financially because of inflation and the increasing price of fuel, housing and everyday goods. Russia’s war on Ukraine intensifies their concerns around supply-chain […]
Nielsen is releasing its global annual environmental, social and governance (ESG) report to share information in six key ESG topic areas including diversity, equity and inclusion, human capital, governance, data privacy and security, environment, and communities. The report is designed to demonstrate how Nielsen does what it does with responsibly and with integrity—and how that […]
One of Australia’s fastest growing fintech, The Lendi Group has appointed media agency Initiative with its media strategy, planning and buying services across its powerhouse property brands and networks Lendi and Aussie. Initiative was previously appointed by Aussie in February 2020, before the brand merged with Lendi becoming Lendi Group.
Taboola, a global leader in powering recommendations for the open web, helping people discover things they may like, today announced the results of an independent Multichannel Brand Impact study from Kantar, the world’s leading data, insights and consulting company. eMarketer forecasts show digital ad spending in the U.S. will reach $270B in the U.S. by […]