To launch Subway’s latest lunch option, Toasted Bites, to a youth audience, we have invaded the internet, with a super-simple, hyper-entertaining audio/visual ‘hook’, that’s purposefully catchy and impossible to get out of your head. It’s one word, BITES.
Given the audience’s dislike of overt brand messaging, we decided to go as weird and wonderful as we could, with animated content created in a tone and energy that reflects the internet content consumption habits of 16-24 year olds.
Everything from short-form un-skippable Instagram and Snapchat Stories, Spotify partnerships and Snapchat lenses to Bites messages via YouTube influencers, TikTok challenges and Twitch partnerships. All delivered in a way that is irresistible to the eye and the ear and screams flavour.