The Challenge
Build on Subway’s ‘Train Hard, Eat Fresh’ positioning by reinforcing its healthier eating credentials and driving relevance in the lead-up to the Olympics.

The Insight
Association with elite athletes provides credibility for healthier choices, while personalisation makes the message more relatable to consumers.

The Idea
Use athletes’ ‘Personal Bests’ (their favourite low-calorie Subs) to prompt consumers to consider their own, captured in the line ‘What’s Yours?’

Execution
A fully integrated campaign spanning in-store, TV, outdoor, digital and social channels.

The activity featured four GB Olympic athletes, Holly Bleasdale, Anthony Ogogo, Louis Smith and Pops Mensah-Bonsu, sharing their personal best Sub choices, bringing authenticity and relevance to the messaging.

The creative encouraged consumers to engage with the idea by identifying their own ‘Personal Best’, linking the product range directly to individual preference and healthier eating.

Result
Reinforced Subway’s healthier positioning

Leveraged athlete partnerships ahead of the Olympic blackout

Delivered a consistent message across multiple channels