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

This paper describes how an existing promotional offer was transformed into a successful brand-building promotion with a fully integrated marketing campaign.
Agency: Frame Agency/MediaCom ScotlandAuthors: 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,...

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