Subway turns to neuroscience for new strategic brand push

Sarah Homewood
By Sarah Homewood | 24 August 2015

Sandwich chain Subway has launched a new brand campaign, which aims to get people thinking about the chain as providing the fuel for those who are aiming to get the most out of life.

Created by agency Ripe Solutions, the campaign centring around the tagline “Eat Well Go”, is one of the biggest campaigns the business has embarked on in some time and represents a new strategic direction for the brand.

The camping roll-out will feature TV ads, outdoor, digital, radio, PR, and a social influencer campaign.

To get the insight just right the brand turned to neuroscience in order to make sure it was on the right track. Subway used MindSight, a global neuroscience tool from Sprout Research, to help develop the new positioning, and “delve deep into consumers’ emotional psyche”.

Regional marketing director for Subway, Gina Kahler said: “Research reinforced that consumers’ perceive Subway as a source of eating well to help them achieve the most out of life in their day, and feel good, not guilty,” she said.

This positioning could also be rolled out globally with Dan Kohler, Subway international marketing director saying: "The work being done in Australia feeds into similar work we are activating in other markets. We’re looking with keen interest to see the results in Australia and how these learnings could be implemented elsewhere.”

The campaign was shot in Australia and New Zealand and filmed by award-winning Play TV director Frazer Bailey and director of Photography Ben Nott.

The new brand push in Australia comes as US spokesperson Jared Fogle was axed by the brand after he was charged with having sex with underage girls and possessing child pornography.

Watch the spots for yourself below:

Campaign Credits:

Client: Subway Restaurants
Creative and Digital: Ripe Solutions
Media: Ikon
Social: Ripe Solutions and Emotive
Research: Sprout Research

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