Changing the way people eat fast food.

With Subway, we invented the concept of healthy fast food. We engineered an integrated multi-dimensional brand platform to prove that Subway was unique and propel new growth. It operated on three critical pillars that both built the brand while also driving preference, traffic and increased sales. The pillars, still in effect today, are Health, Indulgence and Value.

THE CHALLENGE

Fifteen years ago, fast food began and ended with greasy burgers & fries. Consumers didn't have the hangover food coma effects of a cheap calorie-laden meal, nor did they even know how much fat they were eating every time they ate at a burger chain.

THE INSIGHT

We saw that Subway was different; with freshly baked bread, fresh vegetables and ingredients, and made right in front of you. We evolved the brand to effectively revolutionize fast food. What started as “a sandwich shop” has grown into one of America’s most successful corporations.

THE SOLUTION

We de-positioned Subway's competitors by calling foul on 700 calorie Whoppers, greasy Big Macs, and unhealthy Happy Meals. Our emotional messaging around the benefits of eating healthier opened people's eyes to the downside of fried foods.