Bold Branding Really Floats the Boat

Subway New Zealand has taken to Queenstown waters for the filming of their next brand marketing campaign, set to go live across the Australasia region next month.

Eagle-eyed Queenstown locals were quick to notice the arrival of a giant Footlong sub on Lake Whakatipu earlier this week, sharing photos across social media and local community groups in a mission to find out more.

So…why was it there?

The giant sandwich is part of the latest campaign celebrating the brand’s iconic Footlong sub. Recent campaigns have included bold billboards showcasing a larger-than-life view of the food, without a logo or brand name in site.

“Judging by the response from locals so far, the iconic Footlong sub is well-known, well-loved and easily identifiable,” said Subway Head of Marketing, Rodica Titeica.

“Very few brands can showcase their products without context, and still manage to have fans recognising it, tagging their social media handles and wanting to know more.”

This isn’t the first time Subway has opted to film on New Zealand shores for both ANZ markets, with the brand also shooting their Eat Fresh relaunch campaign starring Julian Dennison in Auckland late last year.

“With the countless idyllic landscapes on offer and fantastic film crews who are enthusiastic in helping us bring our bold ideas to life, it was a no-brainer to film our next TVC in New Zealand,” explained Titeica.

Fans will have to wait to see why exactly the sandwich was in Lake Whakatipu when Subway’s TVC launches next month.  It will be the sixth campaign produced by Publicis Worldwide since their appointment as the brand’s creative agency of note for Australia and New Zealand, in mid-2020.