We were sure that there was a misconception that Subway were simply purveyors of fast food – and therefore unhealthy – and our qualitative research report supported that inkling.
However, Subway are passionate about transparency and actively promote the nutritional content of their product, which includes a vast range of salad in their sandwiches, thus offering a real healthy alternative to other quick service retailers.
We ran an outdoor poster campaign conveying health messaging aimed at our key target groups of females and males who would like to eat more healthily to dispel those negative perceptions; the tone of voice matched Subway’s brand personality perfectly and the typographical solution with supporting brand imagery ensured we kept to a minimal budget.