The high-street sandwich chain has previously focused its messaging on its fresh ingredients with its global “Eat Fresh” positioning.
The new strapline “However you feel, whatever you want, we’ve got a Sub for that”, will now feature in UK creative to compliment its freshness messaging.
Alex Cacouris subway head of marketing says: “It’s about really unlocking our point of difference which we haven’t done a great job of in the past. There are over two million combinations of subs you can create yourself, so as a customer you really can chose what goes in it, to fit your mood.”
He adds that while its customers see it in direct competition with fast food chains such as McDonald’s, Burger King and KFC, what differentiates it the most is that customers can choose to be “entirely healthy or have it as a treat”.
The new marketing strategy has been devised in conjunction with its agencies McCann Erickson and Momentum, which Subway appointed in June.
The campaign elements comprises of television, outdoor advertising, PR, in-store point of purchase materials and new promotional staff uniforms.
The company says an average of five stores open in the UK and Ireland every week, with the current count at 1,450. Globally, there are now more than 31,000 stores now open in over 91 countries.