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
29 Comments
That is big.
Oh dear. Food looks disgusting. And the big mac looks neat, portion controlled and healthy next to it? Isn’t the line eat fresh. Why does it look like the sandwich homer simpson finds behind the couch?
Hmmm yes portion controlled, where you can get all of your fibre in lettuce, which is essentially just water and onion… That is so healthy. Not to say that subway is the healthiest of them all, at least you are getting fibre, vitamins and minerals in your diet.
Ass take, all cause you want to justify eating like you can throw some lettuce on anything and call it healthy
It’s a still image of a sandwich next to a burger…
Makes me want a burger.
So Publicis Brisbane is now a bespoke agency called Team Fresh?
I thought subways wanted to be the healthier option? This ad just makes we want a Big Mac if I’m honest
The idea is solid. The script is funny. The Big Mac look too good. All for only $30 production. As a client, i’d take that.
I’d like a chat please
Thanks for the ad.
Nothing good to say about your own product, so let’s attack the opposition. And, the Sub looks terrible.
That mayo and my arteries. Never seen anything less appealing.
It’s like a bad radio spot meeting a bad poster.
I give this a D for diabetes.
On my way to Subway
Big Mac – $7.15
Meatball footlong – $11.95
Glad Publicist like their own ad.
I get chips with a burger.
Fat shaming is so 2003
This is an own goal.
Probably a long time ago for most people in these comments, including myself. Although last time I walked passed one it was full of tradies and students, both of whom love Hamish & Andy and won’t mind getting more bang for their buck. Subway was ruled out as a healthy option (roughly around the last time you went into one).
If Subway has indeed been “ruled out as a healthy option”, that’s even more reason to get a burger instead of a sandwich. I wouldn’t be pointing that out further with a comparison spot. “Students love Hamish & Andy”, yeah no. They love Twitch streamers and niche personalities they discover on their own, not forced mainstream commercial stars you can’t avoid. Hamish & Andy is safe boomer humour for your mum. And did you pay for the Eminem beat?
I gotta say, this idea is great. All you hear on the news is how the economy is in the toilet, so making the dollar stretch further is a priority for so many right now. Also it’s been done in a pretty classy way – definitely doesn’t look like the last big mac I’ve bought!
“Hey little fella, are you lost?”
Cost of living is a big issue. This campaign truly gives starved shoppers something they are hungry for. Congrats to all those involved. Nailed it! (And if Hamish & Andy are involved, you can be certain the creative is gold.)
@ is Jared back?
Front runner for comment of the year
“Write two comments about my Subway campaign for Campaign Brief in the style of astroturfing”
Hugely insightful – shoppers increasingly aware of rising costs…..said no strategist in 2023 ever.
Ahhhh: https://www.youtube.com/watch?v=-yAzrBIDSks