Subway Signature Sandwiches

ABOUT THIS ENTRY

From comic books to basketball highlights and even GIFs—it seems like everything is a collectible these days. So when Subway asked us to launch their new line of Signature Sandwiches in a big way, we thought “why not a sandwich”? So we turned a Signature Sandwich into an actual Signature Sandwich. We enlisted 3 NFL superstars to create their own sandwiches. Then, we brought them to the Super Bowl to sign them for millions of fans. Some people ate them. But others saved them, froze them, resined them and vacuum sealed them. A few even put them up on ebay. And just like that, a whole new collectible market was born.

How does this represent “Excellence in Engagement”?

We turned what is typically an ordinary signing moment into something unique, extraordinary and unexpected. Turning a new sandwich into an edible piece of sports memorabilia that every fan wanted to get their hands on.

Objective: Subway has spent the past year refreshing their entire brand, image and menu items. And they were ready to get them into as many hungry mouths as possible. So when the Super Bowl came around, Subway asked us launch their new line of NFL player created Signature Sandwiches in a refreshing and memorable way. A way that turned a simple sandwich into a must have item.

Strategy & Execution: The collectible market is booming—and these days, everything is collectible—from trading cards to GIFs and even basketball highlights. And fans come to the Super Bowl to get autographs. But every signing experience is the same. Players sign cards or footballs. By the end of the week, everyone has one. So we thought, why not refresh that stale experience and make a sandwich the next hot collectible?

Results: We put Subway and their menu items back on the map alongside the likes of other QSRs who delight their fans in surprising ways. During Super Bowl week, Signature Sandwiches gained over 1,600 news stories, 43M+ social impressions, 830M+ media impressions and 98% positive sentiment in news coverage.

Production

• Momentum Worldwide
• Subway
• ASV Inc
• The Mill
• Antfood

Credits

Bryan Baskett
SVP Director Experiential Production
Momentum Worldwide

Alain Baburam
Senior Graphic Designer, XD
Momentum Worldwide

Ricardo Burneo
Senior Art Director
Momentum Worldwide

David Catron
Director of Experiential Production
Momentum Worldwide

David Chamberlain
Chief Experience Design Officer NA
Momentum Worldwide

Lance Cross
Studio Manager
Momentum Worldwide

James Robinson
Chief Creative Officer
Momentum Worldwide

Nicole Gabrielle
VP Director, Content Production
Momentum Worldwide

Joseph Gourley
Design Director, XD
Momentum Worldwide

Halle Griffee
Senior Content Producer
Momentum Worldwide

Melissa Hamilton
SVP Director of Integrated Production
Momentum Worldwide

Toni Kaleda
Associate Creative Director
Momentum Worldwide

Joe Kantrowitz
SVP Group Creative Director
Momentum Worldwide

Muoi Le
Associate 3D Design Director XD
Momentum Worldwide

Miles Malloy
Associate Experiential Producer
Momentum Worldwide

Athena Margarites
Senior Project Manager
Momentum Worldwide

Kevin McNulty
President & CMO
Momentum Worldwide

Lexi Miller
Senior Manager, Business Leadership
Momentum Worldwide

Justin Nofal
Senior Experiential Producer
Momentum Worldwide

Brett Nunnelly
Print Production Designer
Momentum Worldwide

Kevin Pham
Art Director
Momentum Worldwide

Noah Pollock
Associate Creative Director
Momentum Worldwide

Khalil Reid
Copywriter
Momentum Worldwide

Dave Sandford
VP Group Director
Momentum Worldwide

Laura Silverman
Associate Content Producer
Momentum Worldwide

Robyn Tenholder
Director of Compliance
Momentum Worldwide

Gregory Weber
Creative Director
Momentum Worldwide

Rich Weismiller
Senior Editor
Momentum Worldwide

Austen Williams
Senior Content Producer
Momentum Worldwide