CANDICE GREEN

SUBWAY® Christmas the BRIEF

Develop a creative solution to launch Subway® Christmas Menu on social media and PR. The creative solution should drive excitement for the launch and encourage our 17-25 audience to start embracing Christmas early and to enjoy it for as long as possible. The social assets should use elements of the POS content to keep costs low.

SUBWAY® Christmas the SOLUTION

Amongst our target audience the pressure to act ‘cool’ can sometimes dampen the Christmas spirit, with many pretending that the festive season is a painful undertaking. However our research revealed that many millennials choose Christmas jumpers at home with parents, over destination holidays or solitary activities like gaming. Even the coolest cats were happy to share these festive moments on social, with many showing off family snaps and bragging about board game wins.

Our campaign had to reflect this, so we decided to turn ‘making the most of Christmas’ into a movement. A movement that saw us go ‘CRACKERS FOR CHRISTMAS’ ready to embrace the Christmas cringe for the following two months. Our campaign saw us go CRACKERS for all elements of Christmas, starting with Subway’s famous Chipotle Southwest Sauce. We created baubles filled with the classic sauce alongside two other popular flavours. With a super quick turnover and limited budgets I styled and shot the content myself. The baubles were well received, gaining fantastic coverage in the news and lots of conversation on social.

We took the POS creative and gave it a crackers makeover, ramping up the festive decoration for our very own insta table. We didn’t stop there, we recruited are very own Crackers for Christmas SubSquad and created a set of cringey Christmas cards and gifs. Fans were even able to use our Crackers for Christmas gifs to tease their Scroogey friends.