The new strategy, jointly created by Momentum and McCann Erickson, promotes the chain's customisable products using fresh ingredients and makes the claim that there is a perfect Sub for any occasion.
The campaign comprises of TV, outdoor advertising and a whole suite of in-store POP materials in addition to PR and the objective is to drive footfall in stores across the UK and Ireland.
The retail work, created by Momentum, includes two promotions; ‘Steak & Pepper Cheese' and ‘Sub of the Day'; new staff uniforms; and point of sale collateral.
The TV ads, created by McCann Erickson London, include two 30- second and three 10-second TV spots, and an outdoor campaign including bus shelters, billboards and telephone kiosk wraps. The work will roll out across the remainder of the year.