Agency: Frame Agency/MediaCom Scotland | Authors: Gillian McGhee, Debbie Kiely, Nikki Gilmour and Merry Baskin |
Subway – On a roll: how the regional trial of a repositioned and re-branded existing product for UK sandwich chain Subway led to a fully integrated global communications success story
NEW KIDS ON THE BLOCK
Heard of Subway? The US sandwich chain selling Subs, short for submarine shaped bread rolls? We begin in 2005. A time when there were over 400 Subway stores in the UK – and the number was to grow to over 800 in two years. In a hugely competitive market,...