Dive Brief:
- Subway is rolling out a new brand platform that stars Will Arnett as the subconscious of consumers who are craving more substantive meals at better value, according to a press release.
- In a new 60-second spot, Arnett appears as the alter ego of people waiting in drive-thrus, sweating in saunas and looking for post-workout recovery fuel. He shoots down everything from burgers to overpriced smoothies, instead touting Subway sandwiches as healthy and value-forward.
- “Feed Your SUBconscious” is running across broadcast and streaming TV, streaming audio, digital, social, in-restaurant and owned channels. The celebrity-led effort follows changes to the QSR chain’s agency roster earlier this year.
Dive Insight:
Subway is enlisting the gravelly voice of Arnett to grill multiple aspects of the current dining landscape. Those include fast-food options that fall short on health benefits, Erewhon-like smoothies with eye-popping price tags and chalky protein bars that make for poor meal replacements. Arnett highlights Subway’s freshly sliced cold cuts and daily baked bread as a balm, reinforcing the brand’s “Eat Fresh” positioning.
The actor inhabits five roles in “Feed Your SUBconscious,” speaking to the broad range of consumers Subway wants to reach. This is the first work from Subway’s new creative agency of record Martin, which replaced Publicis Groupe’s Leo last month following a review.
Leo, which held the brand’s U.S. business for just over a year, worked to promote offerings like a revamped Sub Club loyalty program while the Arnett ads feel more anthemic in scope. Subway has undergone some internal transitions as well, eliminating a global CMO role held by Greg Lyons in the spring, Ad Age reported. Jeff Klein, a former Popeye’s executive, was elevated to CMO and is helping to spearhead “Feed Your SUBconscious.”
The revamped creative strategy follows some contraction at Subway, which is privately held. The company closed at least 729 stores last year, the largest number since 2021, Restaurant Dive previously reported.
QSRs are contending with inflation-strapped consumers, shifting dining preferences and stiffer competition from scrappy rivals. Subway competitor Jersey Mike’s, which has rapidly expanded, went public in late July. Jersey Mike’s advertising also mixes celebrity messaging and humor with campaigns starring Danny DeVito.
Subway isn’t taking swings at the sandwich subset of QSRs specifically, but a much wider assortment, including microwavable meals prepped at home and on-the-go protein snacks that are in vogue. Other restaurants have had success attracting customers by looking beyond their corner of the restaurant industry. Casual dining chain Chili’s, for example, has slammed fast-food burger joints for rising prices and been on a growth tear in recent years.
