Subway: 100% Tuna

Subway, a fast food chain, launched a campaign in the UK and the US to fight back against false claims made by two customers.

Executive Summary

It started with a claim that Subway's tuna wasn't fish.

A fishy lawsuit which quickly received coast to coast coverage in the USA due to the sensational headlines as sub editors had a field day. Twenty-four hours later, the news swam to the UK and beyond.

This was the start of a tail which was flipped on its head as Subway fought back with a fierce, creative, proactively-reactive response that culminated in a national above the line campaign, journalists rewriting headlines and the highest liked social post in Subway UK's history.

The Issue

"Subway tuna is not tuna,...

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