01. Marketing Challenge

As part of Subway’s “Good To Be Back” summer initiative, VIBRANT partnered with M5 Marketing Communications to execute a month-long guerilla food truck campaign to surprise and delight audiences, ensure trial and fuel intent to purchase in the BC market, while keeping safety measures in place due to the COVID-19 pandemic.

02. Solution

Subway approached M5 and Vibrant about a guerilla campaign to reach consumers in various settings around Vancouver. VIBRANT created a branded food truck and armed a team of brand ambassadors to surprise and delight consumers. Pic-nic style blankets were prepared to provide a socially distanced way to enjoy the free meal, but at the last minute, there were bylaw changes.

03. Results

A new health bylaw was passed the week prior to our program kick-of,f which deemed sampling in parks and public spaces no longer compliant under the Events & Gathering Act. VIBRANT and M5 had to find alternative ways to distribute Subway sandwiches to new consumers, while also managing crowds and following the new bylaw.

Subway - Live Experience

Distributed 100% of the planned amount of sandwiches, 6,650+ quality engagements, 103,365 impressions including on-site and while travelling, 194% more Subway APP downloads than targeted.

VIBRANT pivoted from sampling to the general public to a direct and targeted distribution approach by contacting private locations, including campsites, businesses and health care facilities to arrange a date and time for a sandwich distribution. Through pre-planning, this allowed VIBRANT to fall under approved Vancouver Coastal Health Authority guidelines, while raising awareness and surprising and delighting new audiences.

Subway - Live Experience
Subway - Live Experience

Founded in 1968 in Bridgeport, Connecticut, Subway has become the largest single-brand restaurant chain and largest restaurant operator in the world. With the core value of always providing exceptional service with the highest quality menu items at prices everyone can afford, Subway now has over 44,000 locations around the world. As the leading choice for quick nutritious meals, Subway continues to grow as the worlds largest submarine sandwich chain.

Subway - Live Experience
Subway - Live Experience