Subway: Eat fresh refresh

Quick-service restaurant (QSR) Subway created the multichannel Eat Fresh Refresh campaign to drive desirability, sales and visit frequency in the United States.

Campaign details

Brand: SubwayAgency: Dentsu/CaratRegion: North America

Strategy

Objective

For a brand that stands for 'Eat Fresh,' Subway was stale. Traffic and sales were at a seven-year low, and new 'fast casual' players were eating Subway's lunch. Historically, Subway had carved out a unique position within the QSR market as a better-for-you option versus competitors like McDonald's, but the competition changed. A new category emerged – 'Fast Casual' – with a range of healthier, more premium options. Instead of behaving like a category leader when new players emerged, Subway went quiet amid numerous PR crises....

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