Subway
The vast majority of Subway restaurants are independently owned. The vast majority of people don’t know that. Introducing these owners to their communities would challenge people’s idea of Subway as a corporate chain—but it had to be done authentically, or the effort would backfire.
A broadcast-first campaign helped communicate the independent franchise owners and their contributions to the community. I concepted and scripted TV, plus created copy for supporting in-store assets.
Instead of a doing a location shoot for each city, I concepted a shell that could integrate different photos of local owners and city landmarks, to give the spot a local feel but stay on budget.
We worked with area photographers to get the shots needed to integrate into the shell. Even the voiceover talent was local.
I created a full customer-facing campaign alongside the broadcast spots. Everything from outdoor to digital to in-store signage was customized for each market.
