How Subway Made Canadians Scream ‘Yesway!’
When going out for a sandwich, it’s imperative that the toppings be perfect. Fresh bread is a must of course, but it’s really the (ideally) delicious medley of ingredients that makes or breaks the affair. Are you a fan of turkey or tuna salad? What veggies will best complement the protein, without making it too soggy? And is there a correct quantity of sauce? All important questions, and ones that Subway Canada has seen customers contemplate time and time again.
But here’s the thing. Even with adjustments over time and the ability to self-select toppings, 30 years in business can make a menu feel a tad repetitive. And it’s for this reason that earlier this year, Subway Canada released the most significant menu update in the national franchise’s history, unveiling an entirely new menu, including 15 chef-crafted sandwiches, brand new ingredients, and a completely reinvented ordering experience.
The work didn’t just stop there, however. A big occasion required a big campaign, and to this end, partner agency Dentsu Creative Canada delivered. Titled ‘Yesway’, the 30-second spot showcased Canadians getting excited for the new offerings… as well as several iconic athletes. Including the likes of Toronto Raptors’ Scottie Barnes, Canada women's national soccer team captain Christine Sinclair, and up-and-coming skateboarder Fay Defazio (as well as equally large names for the Quebec market), the work is hype, fun, and serves to further the brand’s positioning as the perfect choice for those with active lifestyles to enjoy a delicious, perfectly optimised sandwich.
LBB’s Josh Neufeldt sat down with Dentsu Creative Canada CCO Jordan Doucette, as well as the team from Subway Canada to learn more about how this came to life.
LBB> This campaign has been called Subway’s biggest across its 30 years in Canada. As such, what was the brief, and why is this such a big brand occasion?
Jordan> The biggest change in Subway history needed the biggest campaign to launch it! A new tone, a new level of craft and a rallying cry to have all of Canada say ‘Yesway’ to giving it a try. Subway is an iconic, global brand, and it was time it started to show up as such.
Subway> The purpose of the ‘Yesway’ campaign is to connect with a new generation of younger Canadians. Everything we have built - from the new menu, to the advertising, to the media plan - is to help us connect emotionally with our occasional consumers - consumers who are looking for craveable innovation in our menu, and better digital connection across all of our channels.
LBB> Getting multiple famous Canadian athletes involved is a super fun idea! How did you decide who to involve, and what made this the right creative choice?
Jordan> Subway feeds those with ferocious appetites and active lifestyles, so with that in mind, we enlisted all kinds of athletes. From basketball to soccer to skateboarding, this was meant to show Canada that eating fresh not only feeds the body, but also the drive to get in the game (or on the rails).
Subway> Seeing as our brand positioning is to be part of an active lifestyle, we looked for a combination of athletes who Canadians love to watch, and those who inspire us to get out and be active ourselves. To connect with the diverse Canadian audience, this included the likes of charismatic basketball star Scottie Barnes, soccer icon Christine Sinclair, and an exciting up-and-coming skateboarder, Fay Defazio.
LBB> What made now the right time for a menu overhaul? And as a whole, what was this process like?
Subway> Last year, we focused on levelling up the quality of our ingredients, adding menu options like real Canadian cheddar, smashed avocado, and green goddess dressing, to which our consumers reacted positively. This year we built on that momentum, continuing to uplevel our current ingredients with additions like Canadian turkey and ham, as well as adding new premium ingredients like fresh mozzarella, pesto, capicola, and smoked brisket. Our chef, John Botelho, crafted the sandwiches to create new flavour combinations and take the work out of ordering a Subway sandwich!
LBB> What challenges have you faced during this project? How did you overcome them?
Jordan> A project of this magnitude means you’ve got to get comfortable being uncomfortable - everything from sandwich reinvention to working with athletes in the creative to totally changing how people order their orders was challenging. But that’s what makes it fun, and what makes the end result feel like such an epic win!
Subway> Some other big challenges included working around athletes’ availabilities, and managing late deliveries to the restaurants due to weather. To this end, we’re exceptionally grateful for the incredible Dentsu team, and the partnership and teamwork which really shines in the toughest moments. Everyone from our agency partners, marketing and operations leaders and our franchisees came together to make this project a success!
LBB> Building on this, what important lessons have you learned from this project?
Jordan> There is nothing better, more important, or more powerful than a client-agency partnership where the lines between the two are blurry. It means that the vision for the work ends up being even stronger!
Subway> Beyond this, we learned the importance of celebrating success and saying ‘thank you!’.
LBB> Since release, how have people reacted to this new campaign?
Jordan> People are starting to pick up our language, ‘Yesway’, and we’re pretty sure there isn’t a better KPI than our language becoming part of culture.
Subway> We have had a record-breaking launch, thrilling our guests and our franchisees. Not only that, but it has also been referenced as best in class by our global markets, and we are sharing our menus, advertising, and in-store POP with other countries as they build out their plans.
LBB> How does it fit into Subway Canada’s branding for 2023?
Subway> ‘Yesway’ is just getting started, and we plan on jumping into more cultural moments with earned-centric ideas that will increase participation with our brand as it pushes into being a part of Canadian culture. We’re one of the few QSR’s with such a diverse and rich offering of fresh and craveable ingredients, and we plan to lean into that as much as possible.
LBB> Is there a particular new sandwich you’d recommend to readers?
Jordan> Go try a number four, ‘Kickin’ Chicken’. It’s got crispy chicken, a double-kick of habanero jack cheese, veggies (including banana peppers), and it’s topped with creamy sriracha and garlic aioli. You won’t regret it!
