13 Sep 11

Subway - A Fresh Attitude

Subway, the American franchised sandwich chain has been opening stores across the UK and Ireland since 1996.

Background
Our challenge was to deliver 9% growth in same store sales year on year whilst competing with other advertisers in the Quick Service Restaurant (QSR) category.

How MediaCom made a difference
Brand tracking showed that just 22% of all adults aged 15-50 were spontaneously aware of Subway, with only 13% ever having visited. To create and drive a connection with our target audience we needed to communicate with a fresh attitude that would be expressed in the tone we used, our media environments, our PR and in-store materials.

We decided to adopt a non-traditional strategy by investing the bulk of our TV budget into Sunday to Thursday airtime. We identified the freshest channels and programmes that would position us in the environments that reflected our target
audience’s mindset.

Results
Audience insight coupled with smart media thinking allowed a relative newcomer like Subway to a high volume, low involvement category achieve a 9% same store sales growth in a single year across the UK and Ireland.

For the full case study, please click on the link on the right hand side of this page.