Subway launches logo-free, unbranded billboards via Publicis
Publicis Worldwide’s latest work for Subway sees the brand take over a series of billboards across Australia, brand free.
The billboards feature a close-up of the side of Subway’s footlong sub, and in a brand-first for the restaurant, contains no logos or reference to ‘Subway’ in any form.
Subway head of marketing, Rodica Titeica, said the campaign was trading off the brand’s ‘Eat Fresh’ slogan, following research that showed most consumers can identify the Subway footlong without any brand info.
“Sometimes saying less, says more – and when your product is as universally known and loved as the Subway footlong, it speaks for itself,” she said.
“Research shows that 97% of all consumers can identify Subway’s famous footlong, without any brand information.
“Few brands can have this ‘Eat Fresh’ confidence to put their products up in lights on a billboard, knowing they will be universally recognised and set mouths watering.”
Publicis Worldwide executive creative director, Ryan Petie, said the billboards highlights the “iconic” footlong sub synonymous with the Subway brand.
“Highlighting Subway’s iconic footlong sub is about Subway reclaiming its fame through a fresher approach.”
Titeica added: “Our current campaign boldly celebrates our iconic Subway Footlong, reminding guests that when they’re craving a burger – ours is the best value in town – it’s a footlong.”
“Eat Fresh is more than freshly-prepared food, it’s an attitude that underpins everything our brand represents – one that we’re proud to be highlighting in our footlong fame campaign.”
The billboards are the second work from Publicis for Subway since winning the company’s creative account, following a campaign that saw the theme song to ‘The Fresh Prince Of Bel-Air’ remixed.
That campaign also featured NZ actor Julian Dennison, with new lyrics to reposition Subway as the ‘fresher’ fast food option in the market, and relaunched the tagline of ‘Eat Fresh’.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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