Effies
Australia
Subway’s Long Game in a Fast Food World
Agency
Publicis Worldwide Australia
Client
Subway Systems Australia
Awards
Finalist
Long Term Effects
Summary
After years of decline, Subway Australia launched a full-scale turnaround anchored in a long-term brand strategy. The brand reignited its challenger spirit by bringing back its "Eat Fresh" positioning and reclaiming its distinctiveness, redefining value as "more food, not just cheaper food." This approach successfully cut through a category dominated by media-heavy competitors, leading to the highest incremental sales in the brand's history and a remarkable marketing ROI of 877%, proving that long-term brand transformation can lead to sustained business impact.
Case study
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Credits
| Rodica Titeca | Director, Marketing | Subway ANZ |
| Simone Waugh | Managing Director | Publicis Worldwide Australia |
| Ryan Petie | Executive Creative Director | Publicis Worldwide Australia |
| Kerrie Hockless | Head of Brand Marketing ANZ | Subway ANZ |
| Chris Haskins | Senior Marketing and Business Analyst | Subway ANZ |
| Swati Shivshankar | Strategy Director | Publicis Worldwide Australia |
| Michelle Sakzewski | Head of Client Services | Publicis Worldwide Australia |
| Suzi Black | Client Partner | Zenith |
| Rachael Hockaday | Managing Director | Haeday |