Subway is piggybacking on popular local advertising spots as it continues the marketing push behind its Eat Fresh Refresh campaign, which it introduced in July.
The Milford, Conn.-based sandwich brand this week deployed the next phase of marketing its Refresh menu update, which was introduced in July, with a trio of popular local ad celebrities.
The first wave of these localized ads feature pitchmen, including: the animated Little Bob of Bob's Discount Furniture, in Manchester, Conn.; personal injury lawyer Jacob Emrani of Los Angeles; and Beau Boeckmann of Galpin Motors in Los Angeles.
“The next phase of our historic creative campaign takes the original idea of 'so much new to share' in creative and unexpected directions,” said Carrie Walsh, Subway’s chief marketing officer, in a statement. “There are even more surprise takeovers that we can't wait to share with our fans later this year.”
The takeover ads come to life beyond the screen. Viewers can call the 1-800 numbers featured in the ads for a special recording from Emrani or Boeckmann that encourages them to visit Subway or download the Subway app for pickup and delivery.
The latest creative campaign was led by DentsuMcgarrybowen, with media planning from Carat and activation supported by Current Global, Jack Morton, Proof Advertising and United Entertainment Group.
This phase follows the July debut, in which Subway fielded a team of sports celebrities, including football’s Tom Brady, basketball’s Stephen Curry, soccer’s Megan Rapinoe and tennis’ Serena Williams.
Rapinoe especially had received pushback from some customers, and then franchisees, who criticized her stance on political issues.
Subway has nearly 40,000 restaurants in 100 countries.
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