The Quiznos Master LLC: Baby Bob campaign

Rayna Bailey

In 2005 Quiznos, a chain of sandwich shops with over 2,500 restaurants and $1 billion worth of sales, launched a new $60 million (approx £30 million in 2008) marketing campaign to expand into the fast-casual restaurant category.

The Quiznos Master LLC: Baby Bob campaign

Rayna Bailey

OVERVIEW

By the end of 2004, Quiznos, a chain of sub sandwich shops run by parent company Quiznos Master LLC, had grown to more than 2,500 restaurants and had hit the $1 billion sales mark. In addition, Quiznos had established a brand identity through a four-year run of over-the-top advertising campaigns, featuring everything from the company's cofounder making sandwiches in his underwear to guitar-strumming, singing rodents. But the company wanted to move in a new direction by distancing itself from the fast-food label of other sub sandwich shops and joining the...

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