Subway serves up a taste of getting your own way
Subway is turning highly specific sandwich orders into a broader licence to be demanding in “Get Your Own Way”, a new EMEA campaign created by Saatchi & Saatchi.
A series of TV spots follow customers whose confidence spills beyond the sandwich counter: changing the channel during football at the pub, or stopping for supermarket essentials during a driving lesson.
The joke is that getting exactly what you want for lunch might give you unreasonable expectations elsewhere.
Outdoor ads feature receipts detailing customers’ peculiar requests.
Some of you may have already spotted the brand’s receipts work in the wild.
Even the new visual identity borrows its shapes from Subway’s ingredient trays.
Reactive placements in The Sun and Metro will respond to the news agenda.
Following its cheeky IKEA meatball giveaway, the brand is making customers’ individual tastes the main event.
“All Subway subs have been made by hand, right in front of you, selected by you,” said Louise Wardle, Subway’s EMEA CMO.
Saatchi & Saatchi CCO Franki Goodwin described the work as “an authentic insight, driven by customer experience and focused entirely on what everyone loves about Subway.”
Subway’s first standalone EMEA brand campaign spans online video, outdoor, radio and print.
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