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I mean, you coooooould go to a high-end restaurant
and crack open some delicious lobster.

Oooooor you could skip the wait and the chamber music, and crush the same fresh Atlantic lobster in a delicious sandwich from Subway!

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Subway challenged m5 to bring this craveable sandwich to the good people of Atlantic Canada.

The limited time offer (LTO) lobster sandwich was a premium product with a price point nearly double the cost of the average Subway sandwich.

LTO products make up 3% of monthly product sales for Canadian Subway restaurants. Our goal was to exceed that projection in the most delicious way possible. Our 360 marketing plan included traditional POS, OOH, radio, and TV, as well as a mobile and digital ad campaign featuring video and organic social posting across Atlantic Canada.

Locally owned, locally operated, local ingredients AND local lobster! WHAT MORE COULD YOU WANT?!

A bib?…sure.

That’s actually a really good idea.

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RESULTS

56,160 lobster sandwiches sold.
Accounted for 5% of all sandwiches sold during the promotional period (exceeded national average of 3% for LTO products).
Digital and social ads: 2,749,772 impressions, 294,762 video views, and 0.21% click through rate.

CREDITS

Agency: m5
Account Director: Bhreagh Rathbun
Account Manager: Emily van den Hoogen
Creative Director: Bruce Whelan
Art Director: Greg Dubeau
Copywriter: Adam Sterling
Graphic Designer: Mark Wilson
Web Developer: Justin Reid
Web Content Specialist: Sebastian Godin
Video Production: Current Studios
Producer: Richard Huggard
Junior Producer: Hilary West
Directors: Ian Burns and Alex Mitchell (Only Issue)
Director of Photography: Kelsey W. Smith
Video Editing: Wavelight Productions
Media Strategist: Emmanuel Xidos
Research: MQO Research