Subway and Saatchi & Saatchi celebrate the power of choice in new brand proposition, Get Your Own Way

• Subway redefines its original cultural ritual, customisation, as its superpower in new brand proposition ‘Get Your Own Way’
• Launching this October, the integrated campaign will run across OLV, OOH, radio and print, and is Subway’s first standalone EMEA brand campaign
• The work was created by Saatchi & Saatchi

Subway has launched Get Your Own Way, a new brand proposition for EMEA, brought to life through an integrated campaign. Built around real guests and the meals they create, Get Your Own Way puts customisation front and centre, bringing new meaning to Subway’s unique market offering.

As the champions of customisation, the campaign highlights Subway’s culinary superpower: getting exactly what you want.

Get Your Own Way offers a moment of respite in a world where everything is decided for you, revealing a new visual identity inspired by the classic Subway ‘bains’ – the food counter containers and source of customisation that are at the heart of every Subway store. The graphic bain shapes form the foundation of a flexible design system that features across all distinctive brand assets and stretches consistently across EMEA markets.

The redesigned identity informs the entire guest journey, introduces a refined colour palette and typography, and a new photographic style that intimately captures the moments when fans get exactly what they want – ensuring guests feel as if they are enjoying every personalised bite with them.

A set of films follows a series of tongue-in-cheek ‘own-way’ scenarios, including changing the channel during the football at the pub and picking up essentials from the supermarket on a driving lesson, showing that when you get your own way at Subway, you might just start to think you can get your own way anywhere. 

The new brand campaign will also be supported by reactive editorial placements in both The Sun and The Metro, reacting to the news agenda in the spirit of Get Your Own Way. Finally, additional OOH teases Get Your Own Way with receipts highlighting individual quirks and special requests for uber-personalised subs such as “For my Spicy Italian I’d like one jalapeno placed at random so it’s like SURPRISE!! POW!”

Louise Wardle, EMEA CMO, Subway, said: “As long as we’ve been in business, all Subway subs have been made by hand, right in front of you, selected by you. Only Subway lets you get your own way, and it’s our superpower. The team at Saatchi has leant into this and helped us establish it as a brand promise, using humour and design to show that when you always get your own way at Subway, you might just start to think you can get it everywhere.”

Franki Goodwin, CCO, Saatchi & Saatchi, said: “Building a long-term brand platform around customisation is a bit like building the perfect sub… (yes… this is my metaphor and I’m sticking with it)… you need the foundations of a great design system (bread), a film construct that is flexible and fun (those are our fillings) and then you need lashings of craft and humour (that’s the secret sauce)… then everyone really can get their own way! I love this work — it’s an authentic insight, driven by customer experience and focused entirely on what everyone loves about Subway.”

The campaign landed on 1 October and will run across OLV, OOH, radio and print. Get Your Own Way is Subway’s first standalone EMEA brand campaign.

Source: Saatchi & Saatchi

  Advertising, Campaign, Marketing, OOH, Saatchi & Saatchi, Subway