Glory Paris orchestrates Subway's new Sub Bad Texan Steakhouse campaign

Glory Paris, the renowned advertising agency, has signed Subway's latest film featuring its famous Sub Bad Texan Steakhouse. The aim of this production is to establish a successful communications territory that will immerse Generation Z in the world of the Subway brand.

The Sub Bad Texan Steakhouse is at the heart of this campaign. This generous recipe, featuring beef, bacon, a double portion of cheese and an inimitable Baconnaise sauce, is designed to transport consumers to the great American West.

In collaboration with Subway, Glory Paris unveils a bold art direction that fuses diverse styles, defies convention and is magnified by illustrations signed Charlie Toqué. The aim is to create an offbeat world unique to Subway, blending illustration and reality, to captivate the attention of Generation Z. This visual journey is accompanied by a soundtrack by Malka, which gives rhythm to this modern western.

The campaign, which runs from September 12 to November 22, has been designed with a media plan developed by Mediacom. It includes a three-week TV broadcast wave starting on September 12 on Canal+'s advertising network channels (Viacom, France Télévision, Altice, M6 and Bein Sports). This TV offensive will be reinforced by a volume of viewing (VOL) broadcast until October 9 on platforms such as Twitch, YouTube, Freewheel and Open. The campaign will also be broadcast on Snapchat and other social networks such as Facebook and Instagram.

The problem with this campaign was how to announce the return of a popular and beloved recipe: the Sub Texan Steakhouse.

The strategy chosen by Glory Paris and Subway is to highlight the generosity of the Sub Bad Texan Steakhouse recipe, presented as the only Sub capable of satisfying the big hungers of all Subway lovers. This positioning emphasizes the richness of the recipe and underscores the brand's promise to offer tasty, hearty meal options. This campaign is a bold statement from Subway as it strives to consolidate its position in the minds of consumers, particularly Generation Z.

‍