Subway begins new campaign
By Rob Bale
Sandwich chain Subway Canada has begun a new advertising campaign called “How Do You Subway?” Developed by Dentsu Creative, the campaign depicts the various ways people place their orders. The creative features basketball player Scottie Barnes, soccer player Christine Sinclair, snowboarder Seb Toutant, choreographer Mel Charlot and hockey player Melodie Daoust. The campaign includes television commercials, online video, digital advertising and social media content. Media work is being handled by Carat, with social media support from Doner North. Public relations and influencer activities are being conducted by Veritas Communications.
“The best campaigns to work on start with a genuine insight into how people interact with your brand,” said Dave Federico, executive creative director at Dentsu Creative. “That’s what made this one so fun to work on. Since ‘How Do You Subway’ is such a personal question, it was imperative we led with authenticity. Every spot features the actual go-to subs of our athletes, along with the tweaks they make that make it unique to them.”