When Subway asked us to launch its Toasted Bites range – three inch, square ciabatta bread rolls with a variety of filling options, costing £1.29 a go – we suggested a focused campaign for a target audience who had fallen well out of love with the brand. The 16-24 age group.
The price point was bang on for this youth audience, but as a group who are harder than ever to reach, engage with media only on their own terms and have no platform loyalty, we really needed to spread awareness of the product and cement Subway as a relevant brand.
Invading the internet, the campaign appears across all relevant online spaces, with a super-simple, hyper-entertaining audio/visual ‘hook’, that’s purposefully catchy and impossible to get out of your head. It’s one word, BITES.