The biggest in the category of big.
Subway ANZ has launched its Footlong ‘Bigger-er’ campaign, aimed at driving brand salience and fame for the Subway Footlong by demonstrating size-value for money – and having consumers consider the sandwich to be the biggest in the category of big.
Designed to be bold, the campaign creative shows the amusingly disproportionate size of the Footlong alongside its competitor burgers in a cheeky and comedic way. The spot features comedy duo Hamish Blake as the Footlong and Andy Lee as the burger having competitive banter with each other about size.
The Subway ‘Bigger-er’ campaign is being supported by Publicis Groupe’s bespoke agency, TeamFresh. Campaign activity includes TV, OOH, Spotify, and Digital.
The campaign will leverage premium OOH formats at Martin Place train station in Sydney and Wellington Underpass in New Zealand next month.
With shoppers increasingly aware of rising costs; yet shrinking product size, the ‘Bigger-er’ campaign aims to demonstrate that size does matter – allowing Subway’s Footlong to cement its reputation as the biggest and best value for money.
Subway ANZ head of marketing, Rodica Titeica, said: “With cost-of-living pressures increasing, we know just how important ‘value for money’ is.
"That’s why the iconic Subway Footlong continues to represent indisputable value that is not only convenient but also a guilt-free, better-for-you food option.”
Publicis Worldwide associate creative director, Ash Kennedy, said: “The size of a Subway Footlong is no joke, and there was no one better than Hamish and Andy to bring some of their competitive banter to our burger and Footlong characters.
"Even though the visuals do so much of the talking, the iconic voices of Hamish and Andy are masters when it comes to friendly rivalry – and ruffling some feathers (or lettuce).”
The Subway ‘Bigger-er’ campaign will run across Australia and New Zealand from late March.
Credits:
Subway: Rodica Titeica, Ben Miles, Jess Holmes, Adrienne Steiner
Creative: Ryan Petie, David Schaak, Ash Kennedy, Andrew Leftley, Chelsea Parks
Strategy: Mike Redfern
Production: Vicki Lee, Natalie Mitchell, Amber Lawrence
Client Service: Jude Johannesen, Maddie Laube, Crystal Davis
Media: Kate Lippett, Emma Batch
Production: HAPPY Film, Rosco Audio, Chop Shop Post
Director: Miles Murphy
Photography: Jason Starr, Compadre
Voiceover: Hamish Blake and Andy Lee
