Subway launches new ad urging customers to 'Stay Picky'
The sandwich chain announced a new campaign that will build on Subway's 'Stay Picky’ campaign, supported by a heavy weight, mobile led cross-channel campaign. It launches with a new 20 second TV advert, on screen from 6th January 2016.
The TV advert features a hitchhiker’s journey where he has no choice but to accept a lift from a person dressed up as a human sized fluffy white rabbit.
According to the brand, a comprehensive mobile campaign will push targeted adverts direct to consumers. This takes into account potential customers’ proximity to Subway stores and user behaviour, to determine how regularly they eat ‘food on the go’.
From January until March, the brand will also take over the 11am spot on Newslink radio, resulting in huge exposure across all commercial radio stations. A robust outdoor campaign, national press and video on demand support will also bolster the activity.
Commenting on the activity, Roger Cusa, Head of Marketing for the Subway brand in UK and Ireland, said: “2016 will build on the momentum of last year’s campaign and marks the second chapter of the Subway brand’s ‘Stay Picky’ campaign. Driving customers to embrace ‘staying picky’, this campaign reinforces that customers don’t have to compromise on quality, choice and taste when choosing their favourite Subs on-the-go. Re-introducing the well-loved Big Beef & Chorizo Melt and adding our new Premium Subs to the menu brings the Subway brand’s ‘Stay Picky’ ethos to life.”
