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McCann London Launches 'My Subway, My Way'



£2 million multi-channel campaign kicks off May 1st

McCann London Launches 'My Subway, My Way'

The SUBWAY®brand is today launching a multi-channel marketing campaign to promote a brand new range of Low Fat flatbreads. The new campaign, created by McCann London, uses the strapline My Sub, My Way™ for the first time to appeal to diners looking to make healthier choices.


The ad, filmed in a sharp cinematic way, follows the ordinary life of Keith who becomes empowered to make his own choices when he enters a SUBWAY® store for the first time. Its humorous portrayal emphasises the highly customisable nature of the range of flatbreads and Subs on offer at SUBWAY® stores.


The £2 million campaign includes four weeks of national TV and a two-week OOH advertising campaign, and will also be supported with digital activity, SUBCARD® communications and a consumer PR campaign fronted by SUBWAY® Famous Fan Holly Bleasdale.


This activity follows the successful launch of the SUBWAY® Famous Fan programme in the UK and Ireland last year which saw elite athletes including gymnast Louis Smith and boxer Anthony Ogogo fronting national campaigns for the Low Fat Sub range. Sales of the Low Fat Sub Range increased by 11.1% as a direct result of the SUBWAY® Train Hard. Eat Fresh™ campaign and this latest product innovation is expected to fuel further incremental sales of low fat products.


Commenting on the launch Manaaz Akhtar, Head of Marketing for the SUBWAY® brand in the UK and Ireland said: “We are extremely proud of our exciting product innovation programme and delighted to be adding another tasty, convenient option to our existing range of Low Fat Subs and salads. This new campaign aims to give consumers empowerment to customise their food at SUBWAY® stores and enjoy their flatbreads, Subs and salads just the way they like them.”


Rob Doubal,Co-President and Chief Creative Officer said: "My Sub, My Way™ is a great new campaign platform for SUBWAY® to tell lovely stories of people's worlds being turned around by a Sub.  The idea that a guy has never made a choice in his life until he decides what goes in his Sub made us smile.  And it was great working with Manaaz, Blink and Jonathan to make this happen."


SUBWAY® stores nationwide will offer a range of 9 flatbreads which are low in fat, under 400 calories and provide one of the recommended five portions of fruit and vegetables a day.The choice of a Low Fat flatbread is supported by Heart Research UK and will be offered as an alternative to the range of Low Fat Subs and salads at no extra cost. 


The launch of a new Low Fat Range, which is lower in calories than the regular range of Subs, exemplifies the work SUBWAY® stores have been doing to reduce calories across the product range in line with the Department of Health’s Calorie Reduction pledge endorsed by the brand last year. The range of Low Fat flatbreads will replace the SUBWAY® wrap product, offering consumers a healthier alternative.


To encourage trial of the new flatbread range, SUBWAY® stores nationwide will be offering a brand new Tandoori Chicken flatbread with raita mint sauce for a limited six- week period or while stocks last.


The launch forms part of the SUBWAY® brand’s healthier choices strategy which has seen it  endorse five of the UK Government's Responsibility Deal Pledges, committing to reduce salt, eliminate trans fats, display nutritional information on menu boards, cut calories across the product range and increase the consumption of fruit and vegetable consumption as part of a balanced diet.

Lifestyle Manager at Heart Research UK, Barbara Dinsdale said: “We are pleased that the SUBWAY® brand continues to expand its range of healthier choices. At Heart Research UK we support SUBWAY® customers’ choice of a Low Fat Sub or flatbread as part of a balanced diet. You can recognise the Low Fat ranges by looking out for the red heart logo on the menu boards.”

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McCann EMEA, Wed, 01 May 2013 19:21:40 GMT