Subway, Publicis Worldwide launch ‘Feel Good’ campaign

Subway ANZ has launched a ‘Feel Good’ campaign for spring, targeting a diverse consumer base united by a love of fresh food and the way eating healthier makes them feel.

Creative partner Publicis Worldwide brought the idea to life by building a giant 9-metre long ‘sub’ and setting it to sail on Lake Wakatipu.

Eight passengers enjoyed the exhilarating feeling of riding the world’s largest ‘sub’ ⁠— a bold representation of the brand’s well-known slogan, ‘Eat Fresh’.

The campaign aims to build top-of-mind awareness and activity includes TVCs, online video, OOH and social, with the strategy based on the knowledge that customers are becoming increasingly discerning about their health choices; positioning Subway as the guilt-free option within the fast-food category.

Subway ANZ Head of Marketing, Rodica Titeica says: “The Subway brand has earned a worldwide reputation for offering a nutritious alternative to traditional fast foods and has always provided better choices to our guests. We are truly the ‘feel good’ food!

“It was important for us to encapsulate the essence of that ‘feel good’ feeling our guests experience when making good choices in life, and when dining at Subway. Publicis Worldwide’s creative concept translated that perfectly to the big screen.”

Publicis Worldwide’s Executive Creative Director, Ryan Petie, says: “We’re building ‘Footlong Fame’ for Subway, and what better way to do this than by building the biggest 9-metre long ‘sub’. The idea is so simple, ridiculous — but we felt the world needs a bit more of that right now.”

The campaign runs until the end of November.

CREDITS:

Client: Subway ANZ

Head of Marketing:  Rodica Titeica

Subway ANZ Senior Marketing Manager: Ben Miles

Subway ANZ Marketing Manager:  Lauren Looke

Subway ANZ Assistant Marketing Manager:  Luciana Vorkas

Creative Agency: Publicis Worldwide AUNZ

Managing Director:  Simone Waugh

Executive Creative Director: Ryan Petie

Creative Director: David Schaak

Copywriter: Sam Whatley

Head of Broadcast & Content: Vicki Lee

Executive Director Client Partners:  Jude Johannesen

Strategy Director: Mike Redfern

Project Director:  Sarahjane Ewing

Account Manager:  Maddie Laube

Account Executive:  Crystal Davies

Production Company: Happy Films

Director:  Miles Murphy

Producers: Craig Sinclair/Angela Murphy

DOP:  John Cavill

SubBoat Designer/Builder: John Allan

Post & Audio Production: Cutting Edge

Post Producer: Samara Keune

Editor: Kerry Farrell

Online: Steve Leacey

Grade: Danny Scotting

Sound Engineer: Mike Lange

Music: Swan Lake (Audio Network & Ryan Walsh)

Research Agency:  Sprout Market Research

Media Agency: AKQA

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