Subway wanted to reclaim fresh within the Australian market. We looked to combine the message of customer choice and the “made fresh to order” experience. As with over 2,000 possible combinations, there was always a way to make Subway the customer’s kind of fresh.
We developed their brand, strapline and tone of voice. Creating ‘My kind of fresh’, a strapline that could be customised to campaign specific messaging. The strapline was supported by hand drawn illustrations, which interacted with ingredients to reflect the customer’s ability to give their lunch a signature style.
Developed at J. Walter Thompson.