Subway announced a new multi-channel marketing campaign Thursday. The world’s largest restaurant chain said the campaign intensifies its proposition to “Make It What You Want.”
The integrated campaign launches across TV, social, and digital channels in the U.S., beginning with a 60-second broadcast ad called “Anthem,” which will debut during NBC’s evening broadcast of the Olympic Games on February 15. The spot features live action and user-generated content to showcase real people living their best lives, and Subway fuels their experiences. It is the first work produced for Subway by The Franchise @ Dentsu Aegis Network.
“This campaign marks a new direction for us,” says Chris Carroll, chief advertising officer at Subway. “We’re defining who we are in a more contemporary way, and uniting our brand with today’s consumer’s lifestyles, but the fundamentals don’t change. Customization, every day affordability and delicious, nutritious sandwiches are still at the core of our business.”
The Franchise @ Dentsu Aegis Network is a customized team powered by talent from across the Dentsu Aegis Network, including Carat NY, mcgarrybowen NY, Carat Canada, and DentsuBos. Strategy and creativity for the campaign were guided by a people-first worldview, achieved through advanced analytics.
“Subway is the only quick-service restaurant that truly celebrates individuality and customization,” says Craig Cimmino, executive creative director, mcgarrybowen NY. “By highlighting that you can ‘Make it What You Want’ in life and at Subway, we’ve created a rallying cry for Subway customers, franchisees, and the brand.”
The campaign comes after a major shift in marketing strategy for the sandwich chain. For the first time in more than 25 years, the brand consolidated its U.S. and Canadian media and creative business with one partner.