{"id":23861,"date":"2021-07-22T12:02:12","date_gmt":"2021-07-22T19:02:12","guid":{"rendered":"https:\/\/presskitchen.com\/?p=23861"},"modified":"2026-01-28T09:50:29","modified_gmt":"2026-01-28T09:50:29","slug":"butter-music-sound-subway","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/butter-music-sound-subway\/","title":{"rendered":"On AdAge, Inside Subway&#8217;s Superstar-Studded Refresh Campaign, with Music by Butter Music + Sound"},"content":{"rendered":"<h2>Tom Brady, Stephen Curry, Megan Rapinoe and Serena Williams are new faces of the brand, which also has a new celebrity voice<\/h2>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-23857\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-22-at-11.27.57-AM.png\" alt=\"\" width=\"736\" height=\"488\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-22-at-11.27.57-AM.png 1422w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-22-at-11.27.57-AM-300x199.png 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-22-at-11.27.57-AM-1024x678.png 1024w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-22-at-11.27.57-AM-768x509.png 768w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-22-at-11.27.57-AM-350x232.png 350w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-22-at-11.27.57-AM-600x397.png 600w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2021\/07\/Screen-Shot-2021-07-22-at-11.27.57-AM-uai-900x596.png 900w\" sizes=\"(max-width: 736px) 100vw, 736px\" \/><\/p>\n<p>&nbsp;<\/p>\n<p id=\"first-graph\" class=\"inline-ad-para paragraph-newsletter-1\">It\u2019s game time for Subway.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-2\">The sandwich chain is attempting a comeback with the backing of superstar athletes hyping Subway\u2019s major overhaul in a series of ads that seemingly never end.<\/p>\n<p class=\"paragraph-newsletter-3\">The \u201cEat Fresh Refresh\u201d campaign debuts today as Subway tries to recover from seven consecutive years of sales declines, exacerbated by the pandemic upending the restaurant industry, as well as pressure from smaller chains that have taken a huge bite out of its market share with everything from trendy food to speedy delivery.<\/p>\n<p class=\"paragraph-newsletter-4\">A week after announcing\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/adage.com\/article\/marketing-news-strategy\/subway-hits-refresh-it-tries-rebound-massive-overhaul-media-push\/2348496\">its overhaul<\/a>, Subway is out with lots of advertising to back it up.\u00a0The campaign starring Tom Brady, Stephen Curry, Megan Rapinoe and Serena Williams represents one of Subway\u2019s largest media investments to date, if not its biggest ever. If those names weren\u2019t enough, voiceover work from Charles Barkley ties many of the ads together.<\/p>\n<p class=\"paragraph-newsletter-5\">\u201cThe news is exciting and the campaign needs to be big and bold to support it,\u201d says Subway Chief Marketing Officer Carrie Walsh.<\/p>\n<p>Each of the main \u201cIt\u2019s Too Much For One Spokesperson\u201d commercials features at least one of the superstars discussing Subway\u2019s refresh and continues into the next.<\/p>\n<p class=\"inline-ad-para paragraph-newsletter-6\">Curry takes the lead in the initial spot.<\/p>\n<p><a href=\"https:\/\/youtu.be\/ksYUZb6-0vw\">https:\/\/youtu.be\/ksYUZb6-0vw<\/a><\/p>\n<p>The basketball star is also seen in the second spot, as is Williams, who Walsh says shot her segments while in France preparing for this year\u2019s Roland-Garros tennis tournament. They\u2019re joined by Nancy Silverton, a famous baker who consulted on the new bread.<\/p>\n<p><a href=\"https:\/\/youtu.be\/9Aorn6vLyF8\">https:\/\/youtu.be\/9Aorn6vLyF8<\/a><\/p>\n<p>At the end of one spot, Curry asks Brady if he even eats bread. \u201cSteph, it\u2019s a commercial,\u201d Brady deadpans.<\/p>\n<p>And, yes, Subway even found a way to shoot down rumors about whether its tuna is really 100% tuna.<\/p>\n<p>&nbsp;<\/p>\n<p><a href=\"https:\/\/youtu.be\/lDBqLnwNe6k\">https:\/\/youtu.be\/lDBqLnwNe6k<\/a><\/p>\n<p class=\"paragraph-newsletter-31\">The campaign includes creative work led by Dentsu\u2019s McGarryBowen, media planning from Carat and activation supported by Current Global, Jack Morton, Proof Advertising and United Entertainment Group.<\/p>\n<p class=\"paragraph-newsletter-32\">\u201cWhat we\u2019ve been doing is really focused on reclaiming their fresh positioning and giving them a bit of attitude,\u201d says Ida Rezvani, chief client officer, Dentsu.<\/p>\n<p>Subway has long shown athletes in its marketing. The chain\u2019s multiyear sponsorship of the National Football League began a year ago. It has leaned into football with campaigns such as New England Patriots Coach Bill Belichick promoting \u201cfootlong season\u201d in 2020 and Marshawn Lynch hyping protein-packed options earlier this year. Subway has featured athletes from other sports as well, including National Basketball Association players Draymond Green and Jayson Tatum.<\/p>\n<p class=\"paragraph-newsletter-33\">Rapinoe, one of soccer\u2019s biggest stars, began appearing\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/www.youtube.com\/watch?v=yONqa6R6vrk\">in Subway ads<\/a>\u00a0earlier this year. Now, the \u201cEat Fresh Refresh\u201d marks the first time Barkley, Brady, Curry and Williams are working with Subway as the chain leans into its role as fuel for athletes in a much bigger way.<\/p>\n<p class=\"paragraph-newsletter-34\">Each TV commercial and online video featuring the stars seems to get cut off, as if there\u2019s too much changing at Subway to fit into a 30-second, 15-second or 6-second spot.<\/p>\n<p class=\"paragraph-newsletter-35\">\u201cIt\u2019s the most substantive sweeping change the restaurant has ever made for the guest experience,\u201d says Matt Ian, executive VP, DentsuMcgarryBowen. \u201cHow do you talk about that? How do you cram that all in? We needed a device that could accommodate that.\u201d<\/p>\n<p>In all, hundreds of pieces of content were produced.<\/p>\n<p class=\"paragraph-newsletter-41\">The ads debut today, as Subway adds items such as deli-sliced meats and Belgioioso fresh mozzarella to the menu after shutting down roughly half of its U.S. restaurants early last night to prepare for the overhaul.<\/p>\n<p class=\"paragraph-newsletter-42\">Subway is trying to regain the chunk of its lead in the industry that has been chipped away by the likes of\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/adage.com\/creativity\/work\/jimmy-johns-shakedown\/2349561\">Jimmy John\u2019s<\/a>, Jersey Mike\u2019s, Firehouse Subs and other chains inside and outside the sandwich category.<\/p>\n<p class=\"paragraph-newsletter-43\">Walsh declined to share specific sales data, citing Subway\u2019s position as a private company. But\u00a0a large percentage of the chain \u201cis comping very favorably to 2019,\u201d she says, \u201cWe want to build on that momentum with this launch.\u201d<\/p>\n<p class=\"paragraph-newsletter-44\">As for the competitive nature of the sandwich space and the broader restaurant industry, Subway aims to occupy \u201ca very distinct and ownable\u201d piece of the category with its fast and healthier options, says Walsh. \u201cWe do think the brand can kind of live in a sweet spot that bridges the category,\u201d she says.<\/p>\n<p>Members of Subway\u2019s MyWay Rewards program have been getting messages about the coming changes over the last few days, including an email sent Monday with the words \u201cbig changes are coming\u201d and a countdown clock.<\/p>\n<p class=\"paragraph-newsletter-45\">\u201cI wonder if the company will be as bold and innovative in its marketing approach as it is in its product and operations,\u201d says Denise Lee Yohn, a brand leadership expert and author of books including \u201cFusion: How Integrating Brand and Culture Powers the World&#8217;s Greatest Companies,\u201d who had not seen Subway\u2019s new campaign. \u201cIt really needs to make a statement\u2014do something out of the box.\u201d<\/p>\n<p class=\"paragraph-newsletter-46\">She suggested Subway needed a massive push, something along the lines of Domino\u2019s Pizza Turnaround, a risky\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/adage.com\/article\/news\/domino-s-claims-victory-pizza-makeover-strategy\/143764\">2009 campaign<\/a>\u00a0in which the pizza chain acknowledged its product was inferior as it set out to change it, or such as when Starbucks closed its stores for a few hours in a\u00a0<a class=\" inline-paragraph-link\" href=\"https:\/\/adage.com\/article\/news\/starbucks-message-lost-consumers\/125641\">February 20008 reboot<\/a>. \u201cBoth efforts worked in getting people\u2019s attention and demonstrating how serious the companies were about changing,\u201d she says. Subway will have to do something as breakthrough and convincing.\u201d<\/p>\n<p>&nbsp;<\/p>\n<p>Read the original article\u00a0<em><strong><a href=\"https:\/\/adage.com\/article\/marketing-news-strategy\/inside-subways-superstar-studded-refresh-campaign\/2350151\">here.<\/a>\u00a0<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tom Brady, Stephen Curry, Megan Rapinoe and Serena Williams are new faces of the brand, which also has a new celebrity voice &nbsp; It\u2019s game time for Subway. The sandwich chain is attempting a comeback&#8230;<\/p>\n","protected":false},"author":2,"featured_media":23857,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,256],"tags":[258,2117,3218,3219],"class_list":["post-23861","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-butter","tag-butter-music-and-sound","tag-serena-williams","tag-stephen-curry","tag-subway"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>On AdAge, Inside Subway&#039;s Superstar-Studded Refresh Campaign, with Music by Butter Music + Sound - Press Kitchen<\/title>\n<meta name=\"description\" content=\"It\u2019s game time for Subway.The sandwich chain is attempting a comeback with the backing of superstar athletes hyping Subway\u2019s major overhaul in a series of ads that 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