Leo New York & Epoch Help Subway Bring Back the Sub Club
Subway is bringing back Sub Club after 20 years and according to the brand it's bigger, bolder and more rewarding than ever. The brand has revived its beloved loyalty program with a modern twist and added value when guests need it the most: every fourth is footlong free.
To introduce this epic program, the brand turned to its agency, Leo, and the production company Epoch Films, led by the directing team of Mathias & Mathias. Post production was provided by Cosmo Street, Harbor and Company 3.
The launch campaign extends across TV, Digital, Social, CRM and Influencers with a new offer designed to be the simplest way to get free food in QSR: buy 3 footlongs, and get every fourth footlong free. Leo New York developed a humor-driven campaign built around the idea that people go nuts for a good deal, and a truly great deals stop you in your tracks and causes you to drop everything to take advantage. The creative features a series of comedic vignettes showing people interrupting life's mundane moments – from flirting in school hallways to hospital procedures to fabric store mania– all when they hear “Fourth footlong’s free.”
The TV spots (:30, :15, :06) use quick-witted scenarios and unexpected moments (elderly quilters dropping F-bombs about fabric sales, birders abandoning rare Firebreasted Flowerpeckers, hospital patients delaying fibula repairs) to drive home the "Every Fourth Footlong Free” message with playful confidence.
The campaign extends across digital with the iconic green-and-yellow branded assets featuring the bold "EVERY FOURTH FOOTLONG FREE" message alongside Subway's signature product imagery.
The tone is notably different from typical QSR value advertising, the agency says, more confident and entertaining than transactional, positioning Subway's offer as so compelling it's worth interrupting your day for.
“Subway’s original Sub Club card set the standard for restaurant loyalty programs, and we’re committed to ensuring our current program continues to deliver meaningful rewards and experiences for our guests. Our top priority as we rebuilt Sub Club was to reduce the number of visits needed to earn something of real value. With that focus, we’re introducing our richest loyalty program ever,” says Subway CMO Dave Skena. “That’s why we’re also giving Sub Club members a chance to earn some extra bread this holiday season.”
CREDITS
Client: Subway Restaurants
Greg Lyons, Global CMO
Dave Skena, North America CMO
Shaheen Salimi, VP, Marketing Creative Services
Spencer Holmes, Marketing Director Creative Services
Natalie Baj, Sr. Manager Creative Services
Rafael Serfaty, Asst. Manager Creative Services
Creative Agency: Leo New York
Nikki Maizel: President
Joe Mongognia: Chief Creative Officer
Danny Price SVP, GCD
Jacopo Biorcio SVP, GCD
Jamie Payne, Junior Art Director
Tonya Thornton, Junior Copywriter
Travis Quinn: Executive Producer
Cameron Schiller, Senior Producer
Patrick White: Chief Strategy Officer
Julianna Simon: EVP Strategy
Deanna Der, Strategy Director
Heather Olson SVP, Group Account Director
Alana Brolly VP, Account Director
Cynthia Sianturi, Account Supervisor
Production: Epoch Films
Matias & Mathias, Directors
Melissa Culligan, Partner + Managing Executive Producer
Tina Bianchini, Head of Production
Jacki Calleiro, Executive Producer
Ritu Paramesh, Producer
Editorial: Cosmo Street
Karen Hennegan, Senior Producer
Lawrence Young, Editor
Editorial: Harbor
Jesse Schwartz, Executive Producer
Lena Lobel, Supervising Producer
Drew Penkala, Producer
Color: Company3
Colleen Valentino, Senior Producer
Morgan Coyle-Howard, Associate Producer, Short Form
Tim Masick, Colorist
