Back in the day, if a bespoke sandwich for lunch was your thing, you didn’t stand a chance in finding it anywhere other than Subway. This unique proposition informed the long running platform ‘My sub, my way’. Ending the dictatorship around sandwich making and liberating the masses to call all the sandwich shots.

As popularity grew, we doubled down on the custom message. Evolving the platform to ‘Stay Picky’ - giving permission to all to seek exactly what they’re they’re looking for at lunchtime. Furries were recruited to promote the value range under the platform - reinforcing that even on a tight budget you can Stay Picky.

Along the way we even created a VR experience allowing users to explore NYC to celebrate the limited edition pastrami sub.