‘Eat Fresh. Feel Good’: Subway evolves brand platform
Subway has a new brand platform, honing into the brand’s better-for-you positioning with the addition of the words ‘feel good’ to its long standing ‘eat fresh’ mantra.
The new platform comes to life in a campaign created by Publicis Worldwide Brisbane, part of Subway’s bespoke agency, Team Fresh.
“Subway ANZ has been on an exciting transformation to deliver Eat Fresh. Feel Good – a brand platform anchored by that unmistakable feel-good sensation you get when you fuel your body with better-for-you food,” said the brand’s director of marketing ANZ, Rodica Titeica.
Titeica said the platform represented Subway’s “commitment to delivering a feel-good experience” across it’s entire operations, “from the quality of our food to the restaurant experience, the way we engage with our guests, our fresh approach to partnerships and everything in between”.
The campaign, ‘Sub- Hoppers’, sees a mundane day in the office interrupted by hundreds of workers bouncing through the streets on green and yellow coloured inflatables, to the soundtrack of ‘Dreamer’, written by Roger Hodgson and Richard Davies.
Directed by Mitch Kennedy, the spot evokes the feel-good essence of the Subway brand.
Publicis Worldwide executive creative director Ryan Petie said the unveiling of the new platform had been a two-year journey.
“For a brand with freshness at its core, it’s imperative that we continually seek a fresher way of looking at the convenience category,” Petie said.
“We have been working to the Eat Fresh. Feel Good. brand ethos since partnering with Subway in late 2021, ensuring that people understand Subway® makes you feel good not only from the food, but the entire experience.
“Sub-Hoppers delivers a beautiful, simple visual metaphor for the feeling we get from eating Subway and signals the start of a joyous new era for the brand.”
Subway first introduced the ‘feel good’ proposition in late 2021, in a campaign that saw Queenstown tourists sailng down Lake Wakatipu on a nine-metre long sandwich.
Credits
Subway
Director of Marketing: Rodica Titeica
Marketing Manager: Luciana Vorkas
Assistant Marketing Manager: Zoe Stuart
Agency: Publicis Brisbane
Chief Client Officer: Kate Lippett
Managing Director: Simone Waugh
Executive Creative Director: Ryan Petie
Group Creative Director (Copy): Jim Mckeown
Creative Director (Art): David Schaak
Executive Production Director: Vicki Lee
Senior Producer: Chris Moore
Senior Account Director: Mary Graham
Senior Account Manager: Matt Hunt
Strategy Director: Mike Redfern
Media Agency: Zenith
Client Lead: Sharon Clarke
Business Director: Emma Batch
Digital Director: Peter Dunne
Investment Director: Kelly Weier
Production Company: The Producers
Director: Mitch Kennedy
Executive Producer: Tanya Spencer
Production Manager: Taryn Sullivan
Production Manager: Georgia Johnston
DOP: Campbell Brown
Casting:
Miss Jane
Post Production: The Post Lounge
Senior Producer: Brock Smith
Editor: Sue Schweikert
Grade: Trish Cahill
VFX House: Mamimal
Senior Producer: Hannah Byrnand
VFX Supervisor – Duncan McDonald
Music:
Song: “Dreamer” – written by Roger Hodgson, Richard Davies.
Music Supervision: Cassie Cannon & Bruce Tweedie @ Music Mill
Stills Production: Compadre Picture Co
Photographer: Sam Scoufus
Producer: Katherine Cooke
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