Subway launches new Eat Well, Go… campaign
The new campaign highlights how the sandwich chain fuels Aussies with the energy to go and get the most out of life.
Created by agency Ripe Solutions and launched August 24th, the ‘Eat Well Go…’ campaign represented a new strategic direction for the brand.
“Subway used MindSight, a leading global neuroscience tool from Sprout Research, to help develop ‘Eat Well Go…’ positioning, and delve deep into consumers’ emotional psyche,” Regional Marketing Director for Subway Gina Kahler said.
“Research reinforced that consumers’ perceive Subway as a source of eating well to help them achieve the most out of life in their day, and feel good, not guilty.”
Ripe Client Service Director Jude Johannesen said ‘Eat Well Go…’ is a communications shift that attempts to go to the heart of what customers’ say SUBWAY stands for – fuelling their bodies with the energy they need to get the most out of life, no matter what their goals.
“By bringing this to life through Eat Well Go… we hope to build a stronger emotional connection to our customers”, Johannesen said.
“Eat Well Go… shows the wide appeal of SUBWAY and the role the brand plays in allowing people to go further, go harder, go longer and go do more of the things they love”.
Dan Kohler, Subway International Marketing Director said the consumer insight gained from ‘Eat Well Go…’ enables the brand to build upon the strategy in other parts of the world.
"The work being done in Australia feeds into similar work we are activating in other markets. We’re looking with keen interest to see the results in Australia and how these learnings could be implemented elsewhere,” Kohler said.
