The EAT well GO campaign was a massive task undertaken by Ripe that repositioned the Subway® brand and helped to rebuild the brand love for Subway® Australia and New Zealand. The campaign reminded consumers that by eating well, they will have more energy to get on and get the most out of life, with Subway® fuelling them with the energy they need to GO!
To reposition the Subway® brand and rebuild the brand love.
Ripe built a fully integrated campaign across Video, Digital, Outdoor, Social, Promotion, Social Influencers, Radio and In-store including store redesigns
The Ripe team utilised Mindsight, a leading global neuroscience tool from Sprout Research, to delve deep into consumers’ emotional psyche for an effective campaign and to develop effective tools for further research into the Subway® audience
With Ripe’s guidance, Subway launched an ‘Eat Well Go…’ social media campaign where audience engagement was encouraged through a content driven social promotion where users were encouraged to submit a video or image on Instagram or Twitter with the hashtag ‘#EatWellGo’ with the best content winning $10,000 to go towards making their ultimate ‘Go’ come true!
The user-generated content from the initial social media campaign influenced the evolution of the Eat Well Go webpages. A video of user generated content was created that brought together content from fans of Subway® from both the Australian and New Zealand audiences, forming the focal point of the Eat Well Go Landing Page. Surrounding this video was highlighted content and illustrations created by the Ripe team, that all tie in with the new branding.
Ripe built the largest social influencer campaign Australia has ever seen with five different social media influencers helping to spread the word of Eat Well Go across five weeks.
Ripe’s work to reposition the Subway® brand and the launch of the ‘Eat Well Go…’ communication platform was recognised globally and improved the brand health of Subway®.
Executive Health Solutions were launching their new Wellbeing Index, a clear differentiator from their competition. Ripe’s role was to redesign their website to help leverage this competitive advantage, resulting in over 20% increase in visitation.