Subway | Tasty Town Tour

Signature Menu

The Challenge

Subway aimed to execute a bold campaign to showcase their Signature Menu and ignite conversation and user-generated content.

The Strategy

Black Raven Media launched a 10-stop tour across the East Coast, sampling 7,800 Signature Subs to 15,000+ people. The Sub Bus activation brought the “Tasty Made Easy” experience to QLD, NSW, and VIC during the Easter School Holidays, surprising communities with free samples, merch, games and music, in partnership with Smiths and Lipton.

The Outcome

Mass sampling of the new Signature Menu across three states, driving direct trial and product engagement.
Amplified activation visibility through guaranteed UGC, organically extending campaign reach and engagement.
Created memorable moments with new and existing customers through games, music and conversation.