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Take Control of Your Morning at Subway


McCann London spot pushes £2 breakfast drive

Take Control of Your Morning at Subway

McCann London has created a new fully integrated marketing campaign launching on 11th September to promote the SUBWAY® £2 Breakfast. The campaign launch comes as SUBWAY® store opening hours are extended nationwide, with stores now offering breakfast from 7am–11am on weekdays.

In keeping with the brand’s My Sub, My Way integrated campaign platform, the ad directed by Jonathan Herman introduces us to Bruce, a man who is definitely not a morning person. Its humorous portrayal of Bruce and his daily morning struggles encourages consumers to take control of their mornings and have breakfast, just the way they want it.


The £1.7million cross-channel campaign includes four weeks of TV, Radio, OOH and Print activity, and will also be supported by a social campaign #NotWithIt which will give Subway fans who relate to Bruce’s morning struggles a chance to share them on Twitter.

Commenting on the launch Manaaz Akhtar, Regional Marketing Director for the SUBWAY® brand in Europe said, “With consumers leading increasingly busy lives, this new value option presents an attractive option for commuters. By increasing our promotional activity and committing to extending the opening hours of our stores from 7am on weekdays, we believe both new and existing customers will be encouraged to try our great tasting, value breakfast range as we try to make their mornings just a little bit easier.”

Laurence Thomson, Co-President and Chief Creative Officer at McCann London said: “SUBWAY® stores opening for breakfast is a great move. Something that busy-time-squeezed-hungry-early bird commuters will surely welcome, something that we should tell people about and something so important we honoured it with having a Black Footed Penguin in the ad.”

The campaign heroes the brand’s new premium Beechwood† Smoked Back Bacon option which is available as part of the brand’s £2 Breakfast value deal with a regular drink of your choice.[2]The breakfast re-launch reflects a move to attract commuters looking for a convenient and premium offering at a competitive price point.

In an extension of the brand’s value platform which includes the SUBWAY LUNCH™ at the £3 price point, the £2 Breakfast gives consumers a choice of three freshly made 6-inch Subs or flatbreads - Beechwood† Smoked Back Bacon, Sausage or Egg & Cheese with either a cold or hot regular drink from a range which includes a bottle of Tropicana Juice all for just £2.2.


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Genres: Tabletop

Categories: Fast food, Retail and Restaurants

McCann EMEA, Wed, 11 Sep 2013 13:34:53 GMT