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$5 footlongs. That’s what the people want.
Not $10 half sandwiches.
THIS RESPONSE = FIRE.
Remember when Dominos said:
“Oh hey sorry for sucking so bad — we’re gonna try to fix that now.”? THAT.
You made me think about it, they really did.
It was known as the worst growing up, now I know some who really do cherish it (though they tend to hide that part from other's in New York)
lol. Are you working on this account?
Subway is a bad product and the brand’s still got the contact-stink of Jared Fogle (curable only by time). Only one of those things can be fixed immediately, and it isn’t an advertising solve.
Chief
Can't fix gross
For a company that boasts freshness they sure are stale. From the actual product to their ad campaigns.
They likely need more than a catchy campaign. Tear it down and start from the ground up. Maybe a heritage play, maybe reimagine the shop experience, up the quality and stop all the gimmicks.
Cant fix a bad product through advertising.
Mmmm, the refresh work did turnaround previously sales slump. Subway wasn’t a client that bought what could have really impacted the business in a more profound way.
The franchise model is brutal and complex. If you ask franchise owners, they’ll tell you the $5 footlong was more a point of pain than pride. What helps corporate entity versus franchise isn’t one-to-one either.
I wish Subway’s next agency all the luck. They’ll need it.
Tough one. The brand needs to inject a big dose of rizz (as the kids say) into everything they do in order for the consumer to want to make it a part of their lives again. I would suggest starting over and rebuilding the brand. It could take a few years. But unfortunately investors want to see instant returns. I’m glad it’s not my problem.
Subway. It’s always like eating in the subway.
What’s the Bernbach adage? ‘Nothing kills a bad product faster than good marketing’ or something to that effect. I think fast food as a category is reckoning with that. Some of these chains just offer really sucky food and dining experiences. Marketing is the easiest and quickest thing to change, so brands change agencies and want new campaigns. They get new campaigns selling the same sucky food that people have already said with their wallets that they don’t want.
It’s much harder (organizationally and to the ego) to address customer experience, food quality, menu/market fit, price, and food chain logistics
First of all, doesn’t matter the expertise of who worked on it necessarily… it matters if they were able to get the client agree to the right direction in the first place.
I haven’t seen the campaign, or remember it off the top of my head at least (so much for memorability and stopping power).
But top of my head, here’s the barriers:
-the Jared Fogle stigma is still out there forever, especially with millennial crowd
-the tuna controversy
-people, contrary to popular belief, are smarter about the BS they are being sold. I.e. saying“Eat Fresh”, then walk up to a counter and see perfectly portioned, pre-sliced ingredients that never go bad in plastic containers like lunchables
If clients aren’t ready to mix anything up operationally or in store to change that image, then you have to pick a new direction.
Screw “eat fresh”, become the sandwhich of the people during these economic times. Affordable, better deals, promote punch card incentives, etc. fast, easy, affordable, slightly healthier than some other sh** out there. Convenience and consistency.
Capitalize on Happy Gilmore 2 and throw a big check at Adam Sandler (I get it, they made a happy meal and got shooter Mac Gavin… should of leaned in harder)
Even the athletes for sports teams that Subway sponsor refuse to eat it because it’s all filled with bad stuff.
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Subway's brand is smelling like their bread all the time. If they could change that they could change what we might think their food tastes like, and a lot else.
When you're a restaurant, the tagline is one of the furthest things from the "true" brand experience: being and eating there.
I forgot how much I hated walking into a subway solely based on that smell!
Take the money they would have spent on a big
dumb campaign and use it subsidize $5 footlongs. Meh food at a great price is the one thing that has ever worked for them besides helping a pedophile slim down.
They probably weren't "experts"
Their only hope is to rebrand the company entirely. New name, new colors, everything.
You can have the greatest rebrand in the world however when you get to the store, items are stale AND overpriced its literally a chop
Interesting watch on how they’re slowly losing market share in Australia.
From the perspective of an Aussie comedian which makes the facts rather entertaining.
https://youtu.be/34MyM1OVk70?si=0RyxujYySjSej0ou
Failure how?
@Director 2, what does that have to do with Publicis? That campaign was mcgarrybowen. I don’t think new Leo work is out yet.