Subway
The vast majority of Subway restaurants are independently owned. The vast majority of people don’t know that.
We wanted to 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.
9 states
22 markets
361 spot variations
