Subway breaks new brand campaign
By Derek Winkler
Fast food chain Subway Canada has begun a new brand campaign called “Fresh Like That.” The campaign, developed by Dentsu, focuses on the freshness of the ingredients used by the chain. It includes video and out-of-home advertising, as well as in-store materials. The creative depicts Subway as a way to avoid boring and bland lunches.
“To launch Subway’s new ‘Fresh Like That’ platform, we honed in on those feelings of lunchtime letdowns: tasteless, expensive and boring meals,” said Denny Downie, head of marketing at Subway Canada. “Subway is highlighted as the hero, bringing consumers what they really wanted all along: a freshly made Subway sandwich with fresh-baked bread, crisp veggies, and freshly sliced meats.”
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