Campaign details

Brand: Firehouse Subs
Lead Agency: The Richards Group
Region: North America

Objective

The QSR market is exploding – there are many new competitors as well as established brands trying to maintain their brand and grow their customer base. Additionally, consumers are turning to off-premise dining more than ever. Firehouse Subs is currently delivering subs via 3rd party delivery services as this portion of its business continues to grow.

The flood of new competitors and the rise in off-premise dining present challenges that Firehouse Subs and its network of franchisees are proactively trying to solve. Given these challenges, driving visitation and gaining mind-share among current prospective customers is a huge priority from a marketing perspective.

The overarching goals of the Firehouse Subs 2018 Mobile Campaign included growing brand opinion and consideration among consumers less familiar with Firehouse Subs. Additionally, driving visitation to Firehouse Subs locations among existing customers as well as identifying and reaching new Firehouse Subs customers and drive trial.

Target Audience