From the middle of December onwards, with the Christmas holidays around the corner, consumers in Singapore are in a festive and generous mood. During this time, Quick Service Restaurants (QSRs) leverage this indulgence and do well.
However, Subway is usually an exception to this trend, the goal of this activity was to reverse this trend and encourage Singaporean consumers to visit Subway during the Christmas period.
Subway recognized the opportunity to make Subway the antidote to holiday excess. The brand would encourage consumers to “beat the binge” by countering their indulgence with a healthy Subway sandwich.
To dramatize this strategy, Subway used Santa Claus, well known for his portly figure, to demonstrate the benefits of eating Subway and getting fit during the season of overindulgence.
The campaign was highly successful, turning the season into an opportunity to leverage Subway’s core proposition as the fresh, healthy choice.