Subway is entering the value conversation with a new menu innovation that challenges the notion that quality and affordability are mutually exclusive. Protein Pockets deliver 20+g of protein with freshly sliced lean protein, fresh veggies, and tasty sauces – all freshly made and priced at just $3.99. Protein Pockets debut with a lineup of four delicious options:
- Baja Chicken: Grilled chicken, Monterey cheddar, smoky Baja Chipotle, lettuce, Roma tomatoes and jalapeños.
- Peppercorn Ranch Chicken: Grilled chicken, Monterey cheddar, zesty Peppercorn Ranch, lettuce, Roma tomatoes and pickles.
- Italian Trio: Black Forest ham, pepperoni, Genoa salami, provolone, lettuce, banana peppers, Roma tomatoes and garlic aioli.
- Turkey & Ham: Oven-roasted turkey, Black Forest ham, provolone, lettuce, Roma tomatoes and honey mustard.
The launch comes as QSR competitors race to capture price-sensitive diners with wrap and pocket products, but Subway is betting that the combination of quality ingredients and shocking affordability will break through the clutter.
THE CHALLENGE
Consumers believe it’s nearly impossible to get a quality, nutritious meal with only a few dollars. Subway is proving that high-quality ingredients and exceptional value don’t have to be enemies.
THE CREATIVE STRATEGY
In a world where prices keep rising, Leo New York flipped that notion on its head. The campaign introduces the idea of prices so low you simply can’t believe it.
The creative uses shattering moments to deliver on the emotional excitement of getting a shockingly great deal. New Protein Pockets deliver 20+g of protein, fresh ingredients, and big flavor all for just $3.99
When people hear “$3.99,” they literally shatter with disbelief and delight. It’s sticker shock – but in the best possible way.
THE SPOTS
The campaign features two primary spots that bring this to life.
Characters physically drop items they are holding which shatter into pieces when they hear the price, leaving them in utter disbelief that something this good could be this affordable. The work captures that visceral, unbelievable feeling of scoring an impossibly great deal.
The tone is playful and confident – very different from typical transactional value advertising. Instead of shouting about low prices, the campaign shows the genuine human reaction to discovering real value.
CREDITS
- Client: Subway Greg Lyons, Global CMO Dave Skena, North America CMO Shaheen Salimi, VP, Marketing Creative Services Spencer Holmes, Marketing Director Creative Services Natalie Baj, Sr. Manager Creative Services Rafael Serfaty, Asst. Manager Creative Services
- Creative Agency: Leo New York Nikki Maizel: President Joe Mongognia: Chief Creative Officer Danny Price SVP, GCD Jacopo Biorcio SVP, GCD Lane Hedler, ACD Art Chris Wernikowski, ACD Copy Jamie Payne, Junior Art Director Tonya Thornton, Junior Copywriter Travis Quinn: Executive Producer Adam Simmons: Executive Producer Cameron Schiller, Senior Producer Patrick White: Chief Strategy Officer Julianna Simon: EVP Strategy Deanna Der, Strategy Director Heather Olson SVP, Group Account Director Alana Brolly VP, Account Director Cynthia Sianturi, Account Supervisor Alisa Wadsworth, Senior Project Manager Erin D’Angelo, Sr. Business Affairs Manager
- Production: Academy Francois Lallier, Director John Nguyen, Managing Director/EP Clint Caluory, Producer
- Editorial: Cosmo Lawrence Young, Editor Scott Zeitlin, Assistant Editor Karen Hennegan, Executive Producer Jen Tremaglio, Producer
- Post Production: Harbor , Jesse Schwartz, Executive Producer
- VFX: Maura Hurley -Senior VFX Producer , James Rowell – VFX Sup, Vincent Roma – 2D Lead , Sue Jang – Digital Matte Painter , Hailey Akashian – Senior Compositor , Emma Schaberg – Compositor
- Color: Nadia Dabibi – Executive Producer, Brad Martin – Senior Producer, Oisin O’Driscoll, Head of Color – Colorist
- Audio: Lauren Boyle – Executive Producer, Chris Cassar – Producer, Brian Battersby – Mixer
Source: Leo New York
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