Brand: SubwayAgency: Dentsu/CaratRegion: North America
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....