Subway AUNZ and Publicis Worldwide launch ‘Feel Good’ campaign
Subway Australia and New Zealand has launched a ‘Feel Good’ Spring campaign, targeting a consumer base united by a “love of fresh food”, and the way “eating healthier” makes them feel.
The ‘Feel Good’ campaign aims to build top-of-mind awareness, with messaging focused on reminding consumers that eating healthier can make you feel good, inside and out. The strategy based on findings that customers are becoming increasingly discerning about their health choices; positioning Subway as the guilt-free option within the fast-food category.
Creative partner Publicis Worldwide executed the message by building a nine-metre long ‘sub’ and setting it to sail on Lake Wakatipu in Queenstown, New Zealand. Eight passengers ride in the world’s largest Subway ‘sub’.
Campaign activity includes TVCs, online video, out-of-home and social media.
Subway AUNZ head of marketing, Rodica Titeica, said: “The Subway brand has earned a worldwide reputation for offering a nutritious alternative to traditional fast foods and has always provided better choices to our guests.
“We are truly the ‘feel good’ food! It was important for us to encapsulate the essence of that ‘feel good’ feeling our guests experience when making good choices in life, and when dining at Subway. Publicis Worldwide’s creative concept translated that perfectly to the big screen.”
On the campaign’s execution, Publicis Worldwide’s executive creative director, Ryan Petie, said: “We’re building ‘Footlong Fame’ for Subway, and what better way to do this than by building the biggest nine-metre long ‘sub’. The idea is so simple, ridiculous — but we felt the world needs a bit more of that right now.”
The Subway AUNZ ‘Feel Good’ campaign launched on Sunday and will run until the end of November.
The three-month-long campaign is the fifth produced by Publicis Worldwide since its appointment as creative agency of note for Australia, in mid-2020.
Campaigns since then have included a ‘Fresh Prince’ themed remix featuring Kiwi actor Julian Dennison, playing on the brand’s tagline, ‘Eat Fresh’, and an unbranded series of billboard ads, featuring a close up of a footlong sub.
The account had previously been held by Wunderman Thompson for three years prior to Publicis’ appointment, the agency pitching to retain the account last year alongside Publicis and VMLY&R.
In June 2021, Subway launched a new campaign, ‘Sandwich Love’, to appeal to Australian food lover’s “most inner-child” urges.
Credits:
Client: Subway AUNZ
Head of Marketing: Rodica Titeica
Subway ANZ Senior Marketing Manager: Ben Miles
Subway ANZ Marketing Manager: Lauren Looke
Subway ANZ Assistant Marketing Manager: Luciana Vorkas
Creative Agency: Publicis Worldwide AUNZ
Managing Director: Simone Waugh
Executive Creative Director: Ryan Petie
Creative Director: David Schaak
Copywriter: Sam Whatley
Head of Broadcast & Content: Vicki Lee
Executive Director Client Partners: Jude Johannesen
Strategy Director: Mike Redfern
Project Director: Sarahjane Ewing
Account Manager: Maddie Laube
Account Executive: Crystal Davies
Production Company: Happy Films
Director: Miles Murphy
Producers: Craig Sinclair/Angela Murphy
DOP: John Cavill
SubBoat Designer/Builder: John Allan
Post & Audio Production: Cutting Edge
Post Producer: Samara Keune
Editor: Kerry Farrell
Online: Steve Leacey
Grade: Danny Scotting
Sound Engineer: Mike Lange
Music: Swan Lake (Audio Network & Ryan Walsh)
Research Agency: Sprout Market Research
Media Agency: AKQA
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Australia
Feel Good campaign
New Zealand
Publicis Worldwide
Rodica Titeica
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Spring campaign
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