Subway Australia aims to bring fans’ dreams to life with ‘SubDog’ launch via Publicis TeamFresh
Subway Australia has taken its Subway ‘SubDog’ prank to the next level, heeding fans’ excitement for the fantasy product, and rolling it out in stores this month.
The new footlong American-style hotdog, which was introduced to fans earlier this year as an April fools prank, ignited tens of thousands of engagements on social media, creating a genuine demand for the product.
Subway Australia has rolled out a new campaign to support the product’s limited edition run, working with its Publicis Groupe bespoke agency team, Publicis TeamFresh, to surprise Melbourne follower, David Thompson, who claimed he would never eat Subway again if the SubDog wasn’t real. The bespoke group includes creative agency of record Publicis Worldwide Australia and media agency of record Zenith.
The surprise product launch was planned for the football finals season, with Subway collaborating with Don Smallgoods to provide the hotdogs for the new Subway SubDog.
Publicis Worldwide took to social media to share the surprise set up, as the Subway team chauffeured Thompson to a Subway store on 4 September 2022 to reveal the first ever Subway SubDog, as he arrived to a fanfare of a band and dancing hotdog.
Subway Australia & New Zealand, senior marketing manager, Ben Miles, said: “We’d be disappointed to lose even one customer. So, when David called us out, we listened. SubDog is an idea that has ignited the imagination of so many people, in a way that only Subway can do. We’re thrilled at the response from Footlong and hotdog fans all over Australia.”
Publicis Worldwide executive creative director, Ryan Petie, said: “The best brands are equally good at listening as they are talking and acting. When we heard David Thompson acting so passionately about the Subway SubDog, there was no way we couldn’t deliver.”
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The campaign will roll out across TV, digital, radio, OOH, point-of-sale and social media.
Credits
Ben Miles, Australia and New Zealand Senior Marketing Manager, Subway TeamFresh
Ryan Petie, Executive Creative Director
Heath Kunde, Copywriter
Jude Johannesen, Chief Client Officer-Communications
Kate Lippett, Chief Client Officer – Media
Sarah-Jane Ewing – Project Director
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