The challenge

Subway wanted to increase traffic beyond traditional lunch and dinner hours. With the introduction of their Footlong Sidekicks—snacks including footlong cookies, pretzels, dippers, and churros—they needed to drive awareness and generate excitement around these new offerings, particularly in the evening and late-night hours.

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The solution

Partnering with Carat, Subway leveraged high-impact OOH to promote Footlong Sidekicks. While the Yonge & Dundas area featured three large vertical boards and a roofscape billboard showcasing the new snacks, the campaign extended beyond Toronto. Subway dominated other cities with transit wraps, transforming buses and trains into a visual football delicacy experience. This widespread, eye-catching presence made Subway’s Footlong Sidekicks impossible to miss, with craveable visuals placed strategically where consumers were most likely to engage.

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The results

The campaign successfully increased snacking occasions, with nearly 20% of Footlong Sidekicks sales coming from the evening and late-night. Afternoon sales also saw a significant boost. The use of dynamic transit wraps across multiple cities, alongside Yonge & Dundas Square, enhanced Subway’s visibility and engagement, reinforcing the brand’s presence in key markets and driving foot traffic to locations.

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Special thanks to our partners in this campaign: CARAT.