SUBWAY launches 'Keep Discovering' campaign to connect with millenial

Global sandwich franchise SUBWAY has launched ‘Keep Discovering’, a 30 second ad as part of a heavy-weight, cross channel campaign.

The new campaign targets to celebrate the brand drive reappraisal and increase frequency within the key millennial target audience.

Earlier, the sandwich chain has launched a campaign called, ‘Stay Picky’ last June encouraging their customers to embrace their inner pickiness as part of a multi-million pound brand investment.

“I am delighted to kick off our new brand revitalisation campaign, with a new energy and a choice message that empowers consumers to keep discovering everything that our menu has to offer only at SUBWAY stores,” shared Greg Madigan, Head of Brand for the SUBWAY in UK and Ireland.

The new direction follows recent research which showed that, though consumers understand the customisation of brand’s offering, they get excited about being offered a range.

To capitalise on this, the new TV creative focuses on playing a range of iconic bestselling subs; Chicken Teriyaki, Steak & Cheese and the Italian B.M.T to showcase the wide range of sandwich options available at the sandwich chain.

To create maximum cut through, the campaign will be supported by a £2.5 million spend with a 400 TVR rating.

And to remain focusing on millennial and young crowd, SUBWAY is testing 100 per cent broadcast to VOD on ITV Player, All 4 and other catch-up channels.

In a first for the brand, a ‘Keep Discovering’ feature led 50 second cinema ad will be screened nationwide in the UK.