We were challenged to bring the craveable lobster 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.
CLIENT
Subway is the world’s largest submarine sandwich chain with more than 44,000 locations around the world. Their vision for the future is to grow and continue to be guided by their passion for delighting customers—serving them delicious, made-to-order sandwiches.
CREDITS
Partner 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
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.