Publicis AU’s new Subway NZ billboard campaign

SYDNEY, Today: Subway New Zealand has launched a brand-first marketing campaign, with a series of non-branded billboards on main thoroughfares throughout the country.

The campaign celebrates the sandwich giant’s Footlong Sub and involves billboards showcasing a larger-than-life view of the food, without a logo or brand name in sight.

Subway’s Brisbane-based head of marketing, Rodica Titeica, said the campaign traded off how well-known, well-loved, and easily identifiable the global sandwich brand is with New Zealanders.

“Sometimes saying less, says more – and when your product is as universally known and loved as the Subway Footlong, it speaks for itself.

“Research shows that 97% of all consumers can identify Subway’s famous Footlong, without any brand information.

“The creative features on four billboard sites in NZ from three suppliers: Lumo, JCDecaux, and Go Media.”

“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.”

The billboards are the latest move for the brand that started the year with a relaunch of the tagline Eat Fresh, as part of its new partnership with agency Publicis Worldwide.

“Highlighting Subway’s iconic footlong sub is about Subway reclaiming its fame through a fresher approach,” said Publicis Brisbane ECD Ryan Petie.

The campaign runs until the end of May and is the third campaign produced by Publicis Australia since their appointment as the brand’s creative agency for Australia and New Zealand, in mid-2020.

The creative features across four billboard sites in New Zealand from three suppliers: Lumo, JCD, Go Media.

The locations:

• 111 Newton Road, Auckland
• Victoria Park Flyover Inbound
• Hewletts Road Digital, Palmerston North

AUNZ PR is handled internally by Subway Australia.