Subway delivers a heartfelt ‘Cookiemas’ story via Publicis TeamFresh
Subway ANZ is celebrating Christmas with the launch of its ‘Cookiemas’ campaign, reminding consumers that for many Christmas can be the loneliest time of the year.
The campaign was created for Subway by its Publicis Groupe bespoke agency Publicis TeamFresh. The bespoke agency was created when the quick service restaurant handed its media to Publicis agency Zenith last December, ending a ten year relationship with AKQA Media/Ikon. Publicis Worldwide had already picked up creative duties for Subway in 2020, following a lengthy pitch process.
The campaign creative tells a heart warming story that aims to build brand connection and fame for the Subway cookie, sending a message that a simple gesture can bring people together and help them feel seen.
The new work comes at a time of high visibility for Subway, which signed on as the new naming rights partner of the Subway Socceroos in September, just in time for the 2022 FIFA World Cup, which kicked off over the weekend.
The campaign pre-launch activity included OOH and social media teaser artwork, asking the question ‘What does the Easter Bunny do at Christmas time?’.
The question is answered in a 60 second TVC that is based on the idea that the Easter Bunny is universally loved for only one week a year, and forgotten for the remaining months. In the spot, Santa makes a journey to surprise the Easter Bunny with the gift of Subway cookies.
The campaign creative is being led by Publicis Worldwide, with Zenith managing media as part of the Publicis TeamFresh agency village. The agency partnered with Flux Animation Studios to bring to life the the concept.
Subway ANZ head of marketing, Rodica Titeica, said: “At Christmas, this year more than ever, we think a small gesture can make a big difference. We are so excited to be sharing our new Merry Cookiemas story alongside Friends for Good to help make Christmas a little more delicious, and a little less lonely, this year.”
Publicis Worldwide executive creative director, Ryan Petie, said: “This is the next instalment in our Merry Cookiemas Christmas series, bringing a little bit of cookie-shaped joy and light to the festive season. Whether it’s a Subway Cookie, a phone call, or a hand-written letter – if we all reach out to someone who may be a little lonely this Christmas, it’ll probably be the best present they receive.”
The campaign rolls out in Australia and New Zealand across TV, digital, OOH, cinema, POS, PR, retail activations and social media, and will run until 25 December.
Credits
Subway Australia & New Zealand:
Head of Marketing, ANZ: Rodica Titeica
Senior Marketing Manager, ANZ: Ben Miles
Marketing Manager, ANZ: Luciana Vorkas
Assistant Marketing Manager: Ashlee Swallow
PR Manager, ANZ: Adrienne Steiner
Animation: Flux Animation Studio
Executive Creative Director / Partner: Laban Dickinson
Executive Producer / Partner: Josh Forsman
Music & Sound Production: Liquid Studios
Teamfresh Creative: Publicis Worldwide
Executive Creative Director: Ryan Petie
Creative Director: David Schaak
Associate Creative Director: Ash Kennedy
Executive Strategy Director: Mike Redfern
Head of Broadcast & Content: Vicki Lee
Broadcast and Content Producer: Chris Moore
Chief Client Officer: Jude Johannesen
Senior Project Director: Sarah-Jane Ewing
Senior Account Manager: Maddison Laube
Account Manager: Crystal Davis
Teamfresh Media: Zenith
Chief Client Officer: Adam Hickey/Kate Lippett
Client Partner: Sharon Clarke
Business Director: Emma Batch
Digital Director: Peter Dunne
Investment Director: Kelly Weier
