Big subs do it better in Subway’s new ‘Size Matters’ campaign
In a new campaign, the Australian arm of American sandwich chain, Subway, is arguing that size really does matter… when it comes to its footlong subs.
Appropriately titled ‘Size Matters’, the advertising campaign features a selection of the chain’s most well-known footlong subs alongside the aforementioned label.
The campaign is designed to spotlight the value consumers gain from tucking in to the lengthy sandwich.
‘Size Matters’ OOH placement. Photo by Salty Dingo
Rodica Titeica, Subway Australia and New Zealand’s director of marketing, explained: “When you order a Subway Footlong sub, you’re guaranteed value in size.
“The Size Matters campaign not only creates fame for the much-loved Footlong but reminds guests of the unmatched size-value it provides compared to other QSR products.
“We know that when you’re hungry, size matters.
“When you’re looking for value, size matters. When you’re hungry and looking for food that will provide great value in taste, quantity and quality of fresh ingredients, is there anything better than a Subway Footlong?”
For Titeica, the launch of value-driven campaigns is a sign of pride for Subway, allowing it to be cheeky while appealing to consumers looking for a worthwhile meal.
“We’re proud to offer our guests great value in a multitude of ways and showcase this in big, bold ways that capture the fun and cheeky essence of the brand,” said Titeica.
The campaign launches in full today and will be viewable across the country’s “largest out-of-home placements”.
It’s also the food chain’s “third value play in just 12 months”.
Prior to it, the company rolled out the ‘BIGGER-ER’ campaign (a Hamish and Andy-led platform dedicated to proving that the value of Subway’s Footlong far exceeds competitor offerings), and a separate offering on the chain’s ‘Value Bites’.
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Matthew is the editorial assistant at Mumbrella. He previously worked for a marketing agency that focused on managed service providers and IT.
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