Campaign background
Insight showed that Subway customers often dined as a group of friends.
This learned behaviour is one Subway wanted to encourage and reward, to increase both footfall and frequency of store visits.
Strategy
Subway customers were eating together, so a feeling of togetherness had to be at the core of Havas helia Cirencester's strategy.
The idea was to capitalise on word of mouth, to make existing customers encourage others to come in store.
The goal would be to make the message personally relevant, as it is not only coming from Subway, but someone you know is actually in...