Franchise The Sub-Way
Creative Strategy | Brand Strategy | Franchise Development
Subway hired my team to help them open more Subways, plain and simple. I led the creative strategy efforts for the agency-side initiative, reporting directly to the North American C-Suite leaders at Subway.
We had clear business goals from the team: expand the North American footprint. I knew we needed to start with understanding the investors in a way the brand really hadn’t explored before. Then, I looked inward and identified brand strengths. I took those combined learnings and created the lighthouse this project needed: clear creative strategy and campaign direction.
Not every project is about doing the most avant garde, groundbreaking creative. It’s about understanding a client’s business goals and translating them into creative strategy that’s actionable and actually moves the needle. This project did exactly that.
The most compelling data point I found was the fact that the Subway brand has 99% brand awareness. How many other brands in the world can say that? Subway is one of the biggest brands on the globe, and we needed to capitalize on that instead of playing defense against the negative press and food quality issues the brand was battling.
