Subway launches new brand campaign to encourage consumers to 'Keep Discovering'
The brand today unveiled a new brand platform ‘Keep Discovering’, supported by a heavy weight, cross channel campaign. It launches with a 30 second TV advert, on screen from 8 June 2016.
The new ‘Keep Discovering’ platform, which follows on from the previous ‘Stay Picky’, campaign, aims to celebrate the Subway brand, drive reappraisal and increase frequency within the key millennial target audience.
The new creative direction follows recent research which showed that, whilst consumers understand the customisation of the Subway brand’s offering, they get excited about being offered a range. To capitalise on this, the new TV creative focuses on heroing a range of iconic bestselling Subs; Chicken Teriyaki, Steak & Cheese and the Italian B.M.T.® to showcase the wide range of sandwich options available at Subway stores.
To create maximum cut through the ‘Keep Discovering’ campaign will be supported by a heavyweight £2.5m spend with a 400 TVR rating. Subway continues to optimise and improve OOH by up weighting with the use of digital six sheets.
Continuing the drive to connect with younger audiences, the brand is testing 100% broadcast to VOD on ITV Player, All 4 and other catch-up channels. For maximum impact, full back page print advertising will run in key commuter and tabloid titles with additional call-to-action messaging running in the same issues.
A comprehensive ‘always-on’ mobile campaign will push targeted adverts direct to consumers, capitalising on the immediacy of the QSR sector. This takes into account potential customers’ proximity to SUBWAY® stores and user behaviour, to determine how regularly they eat ‘food on the go’.
A 'Keep Discovering’ feature led 50 second cinema ad will be screened nationwide. Cinema recall performs well for the target audience and is a key vehicle to shift brand perceptions.
Commenting on the activity, Greg Madigan, Head of Brand for the SUBWAY® brand in UK and Ireland, said: “I am delighted to kick off our new brand revitalisation campaign, with a new energy and a choice message that empowers consumers to keep discovering everything that our menu has to offer only at Subway stores.”
