Subway — MERCENARIES

Travis Robertson & Greg Almeida

Subway is the worlds largest QSR. It’s true. They have more stores (over 47,000 globally) than any competitor. As you can imagine, they have a lot they want to say. So how do you balance the lightning-fast world of promotions, partnerships, product launches and “make the food look good but also tell them about the low prices” while also driving sales and making the litany of franchisee owners happy? It’s not easy.

LAUNCHING THE ITALIAN SUB
How do you launch an age-old sub made in literally every deli everywhere? By really embracing your inner Italian and having a little tongue-in-cheek fun with age-old stereotypes.

MARCH MADNESS
When your sandwich happens to launch in March, there’s no better way to generate awareness than to tie it in to March Madness. Of course, who is everyone’s favorite college basketball Italian? That’s right, Dickie V.

EAT BETTER: CHANGING PUBLIC PERCEPTION
Turns out fast food isn’t good for you. Who knew? Oh, everyone, right. But Subway, well, they’ve long been a healthier alternative to the greasy burger joints. In an effort to remind people of that, the “Eat Better” initiative was brought to life. Better ingredients. Better choices. Overall, just better.

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