Today, Subway® Restaurants (SUBWAY) announce their new brand positioning “Eat Well Go…”, representing a new strategic direction for the brand. Eat Well Go… reinforces how SUBWAY fuels Australian consumers with the energy they need to go and get the most out of life.
The “Eat Well Go…” campaign was created by agency Ripe Solutions and is one of the biggest campaigns SUBWAY has embarked on in some time. “Eat Well Go…” is grounded in research-based insights and represents a communications shift for SUBWAY that attempts to demonstrate the wide appeal of the brand.
To bring this new positioning to life, Emotive, working in partnership with IKON Brisbane and Ripe Solutions, have launched the biggest social influencer campaign ever to roll out in the Australian market.
SUBWAY is powering up some of Australia’s most popular social creators to make their most epic content yet. The creators represent a range of categories that resonate strongly with the target audience, and the SUBWAY brand’s involvement has allowed them to make their most outlandish ideas come to life.
Jamie Crick, Strategic Partnerships & Audience Director at Emotive, said: “We always start with the audience and the data was very clear on the kinds of social content the SUBWAY target audience is devoting their time to. Research shows that younger adult audiences consider social creators – YouTube stars and the like – more influential than stars from traditional media. So from there it was a matter of identifying the most influential Australian social content creators within those categories and asking them what content they’d always wanted to make but hadn’t been able to. As you can imagine, those were pretty easy conversations, on top of which the association with the brand positioning is completely natural.”
The campaign kicks off today with ‘How Ridiculous’ – a group of young guys passionate about sport and trick shots, nationally renowned for recently setting a Guinness World Record for pulling off the Highest Basketball Shot.
Lesley Edwards, Managing Director at IKON said: “Working with Emotive to identify and engage relevant social influencers that resonated with the SUBWAY brand’s target audience as well as fit with the new brand positioning ‘Eat Well Go…’ was key to the strategy. Authenticity is important when looking to reach a social audience with scale. Over the next six weeks, new social influencers who reach broad and engaged audiences will be unveiled covering a range of categories.”
Make sure you join in the conversation using #eatwellgo and stay tuned as Emotive roll out a new influencer content piece weekly.
Content Creation, Strategy and Amplification: Emotive
Brand Creative: Ripe Solutions