Subway ANZ launches ‘Bigger-er’ campaign with Hamish and Andy via Publicis’ TeamFresh

Subway ANZ has launched its Footlong ‘Bigger-er’ campaign supported by Publicis Groupe’s bespoke agency TeamFresh, aimed at driving brand salience and fame for the Subway Footlong by demonstrating size-value for money – and having consumers consider Subway’s Footlong sandwich to be the biggest in the category of big.

 

Designed to be bold, the campaign creative shows the amusingly disproportionate size of the Footlong alongside its competitor burgers in a cheeky and comedic way. The spot features recognisable comedy duo, Hamish Blake as the Footlong and Andy Lee as the burger having competitive banter with each other about size.

Campaign activity includes TV, OOH, Spotify, and digital.

The campaign will leverage premium OOH formats at Martin Place train station in Sydney and Wellington Underpass in New Zealand next month.

With shoppers increasingly aware of rising costs; yet shrinking product size, the ‘Bigger-er’ campaign aims to demonstrate that size does matter – allowing Subway’s Footlong to cement its reputation as the biggest and best value for money.

Says Rodica Titeica, head of marketing, Subway ANZ: “With cost-of-living pressures increasing, we know just how important ‘value for money’ is. That’s why the iconic Subway Footlong continues to represent indisputable value that is not only convenient but also a guilt-free, better-for-you food option.”

Says Ash Kennedy, associate creative director, Publicis Worldwide: “The size of a Subway Footlong is no joke, and there was no one better than Hamish and Andy to bring some of their competitive banter to our burger and Footlong characters. Even though the visuals do so much of the talking, the iconic voices of Hamish and Andy are masters when it comes to friendly rivalry – and ruffling some feathers (or lettuce).”

The Subway ‘Bigger-er’ campaign will run across Australia and New Zealand from late March.

Subway: Rodica Titeica, Ben Miles, Jess Holmes, Adrienne Steiner
Creative: Ryan Petie, David Schaak, Ash Kennedy, Andrew Leftley, Chelsea Parks
Strategy: Mike Redfern
Production: Vicki Lee, Natalie Mitchell, Amber Lawrence
Client Service: Jude Johannesen, Maddie Laube, Crystal Davis
Media: Kate Lippett, Emma Batch
Production: HAPPY Film, Rosco Audio, Chop Shop Post
Director: Miles Murphy
Photography: Jason Starr, Compadre
Voiceover: Hamish Blake and Andy Lee