Subway Print SUB OF THE DAY by Cundari

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SUB OF THE DAY

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Industry Fast food
Media Print, Magazine & Newspaper
Market Canada
Agency Cundari
Producer Cherie O'connor
Released November 2011

Credits & Description

Category: Retail (Incl. Restaurants)
Advertiser: SUBWAY RESTAURANTS
Product/Service: SUB OF THE DAY PROMOTION
Agency: CUNDARI
Chief Creative Officer: Brent Choi (Cundari)
ACD/Copywriter: Brian Murray (Cundari)
ACD/Art Director: Raul Garcia (Cundari)
Producer: Cherie O'Connor (Cundari)
Account Service: Melissa Gallagher (Cundari)
Sound Engineer: Ed Zych
Sound Design: Ed Zych
Media placement: Radio - Radio - November 22 2011

Describe the objective of the promotion.
Each day of the week, Subway offers a different premium Subway sandwich at a reduced price. This is the 'Sub of the Day'. But because this has been such a long-running promotion, customers had begun to lose interest.

Our objective was to get existing Subway customers excited again about the 'Sub of the Day' promotion, and raise awareness and encourage trials amongst new customers.

Describe how the promotion developed from concept to implementation.
To promote the Subway 'Sub of the Day', we created 7 30-second radio commercials that each highlighted a different Sub of the Day and aired exclusively on the appropriate day. The campaign revolved around the idea that some people are so in tune with the Sub of the Day that they have forgotten the actual names for the days of the week.

The campaign aimed to be extremely entertaining, yet equally hard-working. Not only did it remind people which sub was on offer on any given day, but also helped people to learn the entire schedule by mentioning the product a total of 35 times.

Explain why the method of promotion was most relevant to the product or service.
The Sub of the Day is a promotion that doesn't always appeal to everybody every day of the week. For example, someone might love turkey but hate tuna. And because people can't remember which sub is featured on which day, they may be less likely to try their luck and visit the restaurant. By creating a different commercial for each day, we raised awareness for that day's featured sandwich and made Subway a meal destination.

Describe the success of the promotion with both client and consumer including some quantifiable results.
During the 26-week period the commercials aired, franchises in the region benefitted from a $2,423,850 increase in profit (based on ROI, after subtracting cost of production and media). This equates to a 10% increase in total sales, while typically a Subway promotion generates a 3% increase.