Subway unveils new brand direction
Subway has launched a new marketing campaign which positions its food as ‘fuel’ for Australians who want to get the most out of life.
The “East Well Go…” campaign has been created externally by Queensland agency, Ripe Solutions. It features a TVC shot in picturesque parts of Australia and New Zealand and filmed by Play TV Director Frazer Bailey and Director of Photography Ben Nott.
The marketing effort will be one of the biggest campaigns by Subway in some time and will feature TV, outdoor, digital, radio, PR and social media advertising.
Neuroscience tool
Subway Regional Marketing Director, Gina Kahler said that the company used a neurioscience tool, MindSight, to help understand consumers’ emotional psyche and come up with the new direction.
“Research reinforced that consumers’ perceive Subway as a source of eating well to help them achieve the most out of life in their day, and feel good, not guilty,” Kahler said.
Ripe Client Service Director Jude Johannesen said “Eat Well Go…” is a communications shift that attempts to go to the heart of what the customer say Subway stands for – “fuelling bodies with the energy need to get the most out of life, no matter what that involves.”
“Through ‘Eat Well Go…’ we hope to build a stronger emotional connection to our customers”, Johannesen said.
“Eat Well Go… shows the wide appeal of Subway and the role the brand plays in allowing people to go further, go harder, go longer and go do more of the things they love,” Johannesen said.
Strategy may go global from Australia
Subway is very confident about the campaign. Dan Kohler, Subway International Marketing Director, said the consumer insight gained from Eat Well Go… related research will enable the brand to build upon the strategy in other parts of the world.
“The work being done in Australia feeds into similar work we are activating in other markets. We’re looking with keen interest to see the results in Australia and how these learnings could be implemented elsewhere,” Kohler said.
