Industry News

Subway® Launches “Make It What You Want” Campaign

Empowering Creative Campaign is the First in Canada from New Agency Partner Dentsu Aegis Network 

Toronto, (Feb. 27, 2018) – Subway®, the world’s largest restaurant chain, has launched a new multi-channel marketing campaign that intensifies the brand proposition to “Make It What You Want.”

The new integrated campaign has now launched across TV, social and digital channels in Canada. The campaign’s full 60-second broadcast ad called “Anthem,” will debut February 28 in English on Sportsnet’s Wednesday Night Hockey during the Montreal Canadiens/New York Islanders game. In French, the 60-second ad will debut on TVA March 3 while the Canadiens face the Boston Bruins. The spot features live action and user-generated content to showcase real people living their best lives, and how Subway® fuels their experiences. It is the first work produced for Subway® by The Franchise @ Dentsu Aegis Network.

“This campaign marks a new direction for us,” said Chris Carroll, Chief Advertising Officer at Subway®. “We’re defining who we are in a more contemporary way, and uniting our brand with today’s consumer’s lifestyles, but the fundamentals don’t change. Customization, every day affordability and delicious, nutritious sandwiches are still at the core of our business.”

The Franchise @ Dentsu Aegis Network is a customized team powered by talent from across the Dentsu Aegis Network, including Carat Canada, DentsuBos, Carat NY and mcgarrybowen NY. Strategy and creativity for the campaign were guided by a people-first worldview, achieved through advanced analytics.

“Subway believes that everyone is unique and this reflects through the numerous unique offerings made available to guests in restaurants,” said, Sebastien Rivest, Chief Creative Officer, DentsuBos Canada. “The new platform applies to both life and food, don’t just take what you are given, ‘Make It what You Want’”, he further added.

The campaign comes after a major shift in marketing strategy for the sandwich chain. For the first time in more than 25 years, the brand consolidated its Canadian and U.S. media and creative business with one partner. View the spots on, and join the conversation on Facebook, Twitter and Instagram.

About Subway® restaurants

Subway® offers an alternative to traditional fast food, serving 7 million made-to-order sandwiches a day. Guests choose from 37 million combinations of quality proteins, vegetables, and bread baked daily. In Canada, franchise owners of the over 3,200 Subway® locations are proud to be part of the communities in which they live and operate their businesses; providing more than 30,000 jobs to the local communities across the country.

The company, founded 52 years-ago by then 17-year-old Fred DeLuca and family-friend Dr. Peter Buck, is still a family-owned business with thousands of dedicated franchisees/entrepreneurs in neighborhoods around the world, providing easy access to vegetables, detailed nutrition, dietary, and healthy lifestyle information. This has been a priority for the Subway® restaurants chain for many years.

Subway® is a Registered Trademark of Subway IP Inc.© 2017 Subway IP Inc.


For further information, contact:


Ray McIlroy

Veritas Communications


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