Subway on Thursday unveiled the first campaign from its new advertising agency, hailing a change in direction for the quick-service sandwich chain.
The “Make It What You Want” campaign launched across U.S. TV, social and digital channels with a 60-second broadcast ad that was to debut during NBC's evening broadcast of the Winter Olympic Games. It was created for the Milford, Conn.-based brand by The Franchise @ Dentsu Aegis Network.
“This campaign marks a new direction for us," said Chris Carroll, Subway chief advertising officer, in a statement.
"We're defining who we are in a more contemporary way, and uniting our brand with today's consumer's lifestyles, but the fundamentals don't change,” Carroll said.
“Customization, every-day affordability and delicious, nutritious sandwiches are still at the core of our business."
The “What You Want” spot features live action and user-generated content.
Subways new agency, The Franchise @ Dentsu Aegis Network, incorporates creative teams from Carat NY, mcgarrybowen NY, Carat Canada and DentsuBos.
"Subway is the only quick-service restaurant that truly celebrates individuality and customization," said Craig Cimmino, executive creative director for mcgarrybowen NY. “By highlighting that you can 'Make it What You Want' in life and at Subway, we've created a rallying cry for Subway customers, franchisees, and the brand.”
Subway is the third largest U.S. restaurant chain, according to the Nation’s Restaurant News Top 100 census, but its system sales declined by $200 million last year, to $11.3 billion, behind No. 1 McDonald’s Corp. and No. 2 Starbucks Corp.
Subway, privately owned by Doctor’s Associations Inc., has more than 44,000 restaurants in 113 countries.
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