Subway + Better Dreams
Ringing the dinner bell across Atlantic Canada for Subway’s iconic lobster sandwich.
Services: Graphic design and art direction for print, screen, video, and out-of-home
Product: Omni-channel advertising campaign for regional product launch
Client
Subway is the world’s largest submarine sandwich chain with more than 44,000 locations around the world. Their vision for the future is to grow and continue to be guided by their passion for delighting customers—serving them delicious, made-to-order sandwiches.
subway.com →
Team
Agency: M5 The Agency
Bhreagh Rathbun
Emily van den Hoogen
Bruce Whelan
Adam Sterling
Mark Wilson
Justin Reid
Sebastian Godin
Richard Huggard
Hilary West
Ian Burns
Alex Mitchell
Kelsey W. Smith
John Hong
Emmanuel Xidos
Greg Dubeau
Subway is bringing Atlantic lobster to the people
Our challenge was to introduce the Subway’s (→) irresistible lobster sandwich to the people of Atlantic Canada. This limited-time offer (LTO) delicacy was a premium product priced nearly double that of the average Subway sandwich.
LTO items typically contribute 3% of monthly product sales for Canadian Subway restaurants. Our objective was to surpass this projection in the most mouthwatering manner imaginable. To achieve this, our comprehensive 360 marketing plan encompassed traditional point-of-sale, out-of-home, radio, and TV advertising, alongside a mobile and digital ad campaign incorporating video content and organic social media posts targeted across Atlantic Canada.
