Subway launches new ‘Sandwich Love’ campaign to celebrate food lovers

Subway has launched a new campaign, ‘Sandwich Love’, to appeal to Australian food lover’s “most inner-child” urges.

The campaign features consumers pressing their faces against the glass in a Subway restaurant, watching their sandwiches being made. The campaign is from Publicis Australia.

Subway head of marketing, Rodica Titeica said that the campaign is a tribute to the love and devotion consumers feel for their favourite sandwich.

“We’ve brought to life the passion and anticipation felt by foodies as they watch their ever-so-specific masterpiece being prepared in front of their eyes. This is the moment before achieving pure, gastronomical pleasure with their first bite, and we wanted to convey the satisfaction that we have in being able to deliver that euphoria to our customers.”

“To love food, and love good food, is one of the simple pleasures in life and this brand campaign reminds consumers that Subway has always offered a more nutritious yet tasty option to ‘Eat Fresh’, which explains why it has been a fiercely adored brand for over 50 years.”

Publicis executive creative director, Ryan Petie said: “Subway customers love their specific combination of flavours, and what better way to express their absolute devotion than the iconic power ballad.”

Petie said that the musical aspect of the campaign has become a stand-alone campaign in itself.

“We took a classic rock genre and turned it towards our fan’s favourite Subway ingredients, creating the first ever Sub Love Songs,” said Petie. “It’s about evoking the emotion that Subway fans have felt for years and we know that when consumers hear the Sub Love Songs, they’ll feel that Sub Love feeling up against the glass.”

The Sub Love Songs will be released exclusively via Subway in-restaurant radio, and will also be on Spotify ad space until 29 August.

The campaign is running during AFL and NRL matches, on large format digital OOH and across social channels. The campaign will run for three months, being the fifth since Publicis was appointed as the creative agency of record for Australia in mid 2020. IKON/AKQA provided the media buying capabilities for the campaign.

The three-month-long campaign is the fifth produced by Publicis Worldwide since their appointment as the brand’s creative agency of note for Australia, in mid-2020.

Campaigns since then have included a ‘Fresh Prince’ themed remix feauturing 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. 
Brand: Subway
Creative Agency: Publicis Worldwide
Media Agency: IKON/AKQA

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