SUBWAY ULTIMATE CHEESY GARLIC BREAD – THE BRIEF
Develop an exciting creative launch for Subways newest addition to the menu, Ultimate Cheesy Garlic Bread. The launch must have a look and feel of its own, strong enough to sit alongside the launch of a widely anticipated Vegan product launch.
SUBWAY ULTIMATE CHEESY GARLIC BREAD – THE SOLUTION
With the Internet already celebrating the deliciousness of cheesy garlic bread, we needed to join in the conversation. We knew that this was a product our fans would go wild for and that with one bite they’d be transported to their ‘Happy Place’.
Using the new Make It What You Want strategy we showed fans how they could transform their Sub with the simple addition of cheesy garlic bread. Taking inspiration from the weird and wonderful world of surrealism, we put the hero product into incredible dreamlike scenes and showed how everyone’s Happy Place is different.
We gave fans a chance to show us what their Happy place looked like with the use of Instagram stickers, Twitter polls and our very own sponsored One Minute Brief.
The response was astounding. Our audience responded to the posts with primarily positive sentiment, breaking engagement records for the brand.
