Turning a problem into an opportunity with a social-first brief
Subway needed to drive traffic beyond lunch by entering the snacking space, but a Footlong Cookie felt mismatched to the occasion.
I reframed its size from a liability to an opportunity, leaning into its absurd bigness to connect with Gen Z.
Results: Cookie sold out.
Creative Brief 〰️
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.
The Creative Idea
Something Big is Here
We didn't downplay the size — we made it the hero. 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.
