Subway: Find the Dip that Hits (Footlong Snacks Pt. 2)
THE STRATEGY
Subway …. Wanted to become a snacking destination through the introduction of Dippers: cheesy snacks to be dipped in any Subway signature sauce.
Problem is… Subway has always been seen as a place for lunch and subs - not snacks.
However… Snacking is less about hunger and more about flavor exploration.
We need to…. Show the world the exponential flavor possibilities to be unlocked with Dippers.
So that…. People will rush to Subway time and time again to make new snack-able combinations with Dippers and signature sauces.
Helping to…. Drive traffic at Subway outside of lunch-time hours.
THE CREATIVE IDEA
Find the Dip that Hits.
Life is a journey of flavors. And there’s nothing like discovering the perfect bite that hits just right. So, with new 3 Dippers and 11 signature sauces, Subway invited cheese and sauce lovers everywhere to come on a flavor quest with us to find the combination they love most.
The Comms Plan and Integrated Output
Consumer Barrier
Job to Be Done
Message
Channels & Touchpoints
Awareness
Subway is for lunch and subs.
Get in the snacking conversation with an of the internet campaign.
Find the dip that hits with new Footlong Dippers at Subway.
TV, OLV, Tik Tok, Metaier
Consideration
Distrust of Subway’s cheesy snack game.r
Emphasize exponential opportunity to explore and find your perfect bite.
You too can find your dip that hits with 3 Dippers and 11+ sauces.
OOH Activation, Tik Tok, Meta, Snapchat
Conversion
It has to be worth the price.er
Drive home ‘can’t miss value.’
Footlong cheesy snacks and any sauce of your choice for only $3.
POP, CRM, Social DR