Subway's 'Cookiemas' for Christmas via Publicis

12 December 2023

Creative Agency: Publicis (Brisbane)
Media Agency: Zenith

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Starring Subway’s favourite festive heroine, Elfie.

Subway ANZ has unveiled its 2023 Christmas campaign, centring the brand’s iconic cookies with an action-packed mini film starring Subway’s favourite festive heroine, Elfie.

Delivered by Subway ANZ’s integrated agency collective ‘Team Fresh’, the ‘Cookiemas’ campaign aims to build brand connection and fame for the Subway cookie, sending the message that these irresistible sweet treats are worth getting your hands on at all costs.

The creative shows Elfie’s escapades and invites audiences to follow her on an epic Christmas cookie crusade that leaves Indiana Jones and Angelina Jolie for dead.

Elfie delivered further festive surprise and delight moments in the real world through Subway’s ‘smallest cookie shop’ activation in Sydney and Auckland, treating fans to thousands of free cookies to celebrate World Cookie Day on Monday, December 4.

Subway’s director of marketing for Australia and New Zealand, Rodica Titeica, said Christmas was the perfect time to spotlight Subway’s renowned cookies.

“Each year, Subway sells more than 50 million cookies across Australia and New Zealand, which means, in many respects, we’re as much a cookie shop as we are a sandwich shop,” said Titeica.

“The equity and brand love we’ve built in our cookies as a category alone is something to celebrate and we’re proud to be putting them centre stage once again this Christmas.

Publicis Worldwide executive creative director Ryan Petie said the 2023 “cookie heist” TVC revealed a cheekier, more confident Elfie.

“Elfie has become such a well-loved character within the Subway universe and this year we wanted to really up the ante in terms of her personal agency,” he said.

“We’ve injected Elfie with that undeniable lead-character-energy, channelling the cool confidence of Lara Croft and the inspirational grit of Sam Kerr to show just how far Elfie will go to get her hands on the most soft and deliciously gooey Christmas cookie.”

The ‘Team Fresh’ integrated agency collective comprises of Publicis Worldwide Brisbane (creative), Zenith (media), Haeday (retail performance), and Aruga (PR). The Subway ‘Cookiemas’ campaign will run across Australia and New Zealand until December 25.



Subway ANZ
Director of Marketing: Rodica Titeica
Marketing Manager: Luciana Vorkas
Assistant Marketing Manager: Zoe Stuart
Public Relations Manager: Adrienne Steiner

Creative Agency: Publicis Brisbane
Executive Creative Director: Ryan Petie
Creative Director: David Schaak
Executive Production Director: Vicki Lee
Strategy Director: Mike Redfern

Media Agency: Zenith
Chief Client Officer: Kate Lippett
Client Partner: Sharon Clarke
Business Director: Emma Batch
Account Managers: Jessica Scott & Samantha Yourell

PR Agency: Aruga
Senior Account Director: Inga Tracey
Senior Account Manager: Claudia Ferne
Activations Director: Kirsty Adams

Retail Performance Agency: Haeday
Managing Director: Rachael Hockaday
Account Director: Christine Perrett

Director/Creative Director: Zenon Kohler
Director/Animation Director: Ian Anderson

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