Momentum develops brand-led strategy for Subway

Momentum has developed a national campaign for Subway to communicate the fast-food chain's new brand direction.

Subway's new brand-led strategy, jointly developed by Momentum and McCann Erickson, takes the 'Sub for any occasion' message across all channels of communication.

The campaign comprises of television, outdoor advertising and a suite of in-store point-of-purchase (POP) materials in addition to PR.

The objective is to drive footfall in stores across the UK and Ireland and build on the success of the chain.

The retail campaign created by Momentum includes two promotions active across all UK and Ireland Subway stores: 'Steak and Pepper Cheese' and 'Sub of the Day'.

It also includes new uniforms and POP items that refresh key brand identity elements such as the 'Sub of the Day' and 'Low Fat' logos.

To complement the changes in-store, McCann Erickson London has developed two 30-second and three 10-second television spots, and an outdoor campaign including bus shelters, billboards and telephone kiosk wraps.

The work will roll out across the remainder of the year to support various Subway product ranges, starting with the 'Sub of the Day' promotion in September.

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