J.Walter Thompson Sydney: Subway customers feed the world’s hungry

Earlier this month, J.Walter Thompson came up with an idea for Subway that would put the chain in the spotlight on World Sandwich Day, November 3, while it also conquered hunger in Australia. Subway would invite customers to join the Subway Live Feed by buying a Sub.

For every Sub bought, Subway gave a meal to someone in need through a partner hunger-relief charity, like Foodbank.

The idea became global. More than 40,000 Subway restaurants in more than 60 countries joined in, each country partnering with its own hunger-relief charities.

J.Walter Thompson Sydney’s real-time data-led campaign resulted in more than 13 million meals being given to charities throughout the world.

Here is how it worked. Meals donated on World Sandwich Day were tracked through the Subway Live Feed digital ticker in real time.

For the majority of participating countries, a live API sourced from Subway’s point-of-sale devices at the restaurants was used to demonstrate in real time a country-specific and global live tally of the number of meals that Subway was giving to charity.

Individual countries displayed their tally on their campaign microsite, on digital banners and on dynamic outdoor billboards around the world, including 42nd Street, NYC. Word was also spread via social.

The advertising campaign was supported with a public relations campaign that worked to engage corporate staff, franchisees and sandwich artists in the lead up to the day, as well as build awareness through influencer content and local area marketing.

J Walter Thompson Sydney had won the Subway World Sandwich Day business in a global pitch against agencies from Canada, UK, USA, MEA and LATAM in August. Locally, J. Walter Thompson was awarded the Subway Australia account following a pitch earlier this year.

The J. Walter Thompson campaign in Australia was supported by other WPP AUNZ agencies including Webling, PPR and Ikon.

13.3 million meals were donated to charity across the globe as a direct result of the campaign. Sales at the 40,000 Subway restaurants increased by up to 20%. More than 287,000 meals were donated in Australia, and over 90,000 in New Zealand as part of Live Feed.

Chris Carroll, the chief advertising officer at Subway, stated, “The Live Feed concept has been our first globally activated campaign for the brand and it is a huge success. Subway Live Feed enabled us to engage with our guests in ways we haven’t before – from using live data to drive momentum, and empowering our staff and guests to make a real difference to people in need.

“It is really promising to see our Australian agency, J Walter Thompson, leading a very successful global campaign, and we look forward to making this an annual campaign for Subway.”

Credits:

Creative agency: J Walter Thompson
Executive Creative Director: Simon Langley
Associate Creative Director: Sinead Roarty
Senior Art Director: Alexandra Antoniou
Executive Planning Director: Angela Morris
Senior Account Director: Jack Blades
Account Manager: Bronte Rohrig
Account Executive: Will Berry
Producer: Paul Friedmann
Editor: Kel Gronow
Designer: James Tranter