Turning a problem into an opportunity with social-first insights
Subway aimed to drive traffic beyond lunch by entering the snacking space with a Footlong Cookie, but we saw the product as a mismatch to the occasion.
I reframed its size from a liability to an opportunity, unlocking a new way in with Gen Z and energizing the creative team.
Result: Cookie sold out nationwide.
BUSINESS GOAL:
Get into the fast food snack game with a new Footlong Cookie.
PROBLEM:
Let’s be real, a Footlong Cookie is an absurd size for a snack.
INSIGHT
However, Gen Z thrives on absurdity.
Absurd meme culture and uhinged content are what help Gen Z cope with a stressful world and connect with one another online.
STRATEGY:
Embrace the absurdity of Footlong-sized snacks.
Creative Brief 〰️
By doubling down on the BIGNESS of the Footlong and tapping into the absurd content trends already taking over Gen Z's feeds, we cut through the noise and made them stop scrolling.
Something Big is Here
Creative Idea
