"Subway has launched a national ad campaign promoting the return of Sub Club, a loyalty program the sandwich chain previously wound down 20 years ago, per news shared with Marketing Dive. In new TV ads from Leo New York, people in different scenarios, such as getting fibula surgery and shopping a fabric sale, drop what they're doing when they hear that Subway is bringing back a perk that offers customers who purchase three footlong subs a fourth for free."
"Subway is heralding the return of a signature loyalty program from its past with ads that lean into humor and underscore one of the biggest benefits of Sub Club. Sub Club's revival comes as value has become more appealing to diners dealing with rising food prices, a trend that has led more QSRs to focus on price. The loyalty landscape has also evolved radically in the 20 years Sub Club spent dormant,"
Subway relaunched Sub Club, its legacy loyalty program, offering customers who purchase three footlongs a fourth footlong free. The brand deployed a national TV ad campaign from Leo New York that uses humor to show various people abandoning activities to claim the offer. Messaging runs across digital, social, CRM and influencer channels and appears as "Every Fourth Footlong is Free." The campaign seeks to differentiate from purely transactional QSR value marketing by emphasizing entertainment. The revival aligns with inflation-driven consumer demand for value and leverages modern mobile app and CRM capabilities to personalize outreach.
Read at Marketing Dive
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