Subway ANZ has launched its 2022 “Cookiemas” campaign, aimed at reminding consumers that for many people, Christmas can be one of the loneliest times of year.
The campaign creative, which features the lonesome Easter Bunny at Christmas time, aims to build brand connection and fame for the Subway cookie – sending the message that a simple gesture like giving the gift of a cookie can bring people together and help them feel seen.
Pre-launch activity included OOH and social media teaser artwork, asking the question, “What does the Easter Bunny do at Christmas time?” The creative idea behind the 60 second TVC is that the Easter Bunny is universally loved for only one week a year, then forgotten for the remaining months. In the spot, Santa makes a journey to surprise the Easter Bunny with the gift of Subway cookies.
The Subway “Cookiemas” campaign is being led by Publicis Worldwide, along with Zenith managing media as part of the bespoke agency, Publicis TeamFresh. The agency partnered with Flux Animation Studios to bring to life the Easter Bunny’s world, and the film’s modern-day Santa.
Campaign activity includes TV, Digital, OOH, Cinema, POS, PR, retail activations and social media. By encouraging people to give Subway cookies, the ‘Cookiemas’ campaign aims to spur a ripple effect of generosity across Australia and New Zealand.
In time for the festive season, Subway has also partnered with not-for-profit and loneliness pioneer, Friends For Good to raise awareness for the fact that nearly three million Australians are experiencing high levels of loneliness, with an increasing number being forced to spend festive milestones alone.
Subway ANZ head of marketing, Rodica Titeica, said: “At Christmas, this year more than ever, we think a small gesture can make a big difference. We are so excited to be sharing our new Merry Cookiemas story alongside Friends for Good to help make Christmas a little more delicious, and a little less lonely, this year.”
Publicis Worldwide executive creative director, Ryan Petie, said: “This is the next instalment in our Merry Cookiemas Christmas series, bringing a little bit of cookie-shaped joy and light to the festive season. Whether it’s a Subway Cookie, a phone call, or a hand-written letter – if we all reach out to someone who may be a little lonely this Christmas, it’ll probably be the best present they receive.”
The Subway “Cookiemas” campaign will run across Australian and New Zealand until 25 December.