PROBLEM
How do you introduce a brand new product when people only recognize you for one thing, and it's literally in your name? Getting people to see the same place they've always gone for subs as a legit destination for rice bowls is a big ask.
Copywriter: Hailey Appel
ECD's: Josh Day and Caitlin Keeley
INSIGHT
Make a new name for ourselves, literally. Strip what everyone knows us for right out of the logo and rebrand as Bowlway. And who better to pitch that idea than Scottie Barnes himself.
SOLUTION
A campaign that uses Scottie as the catalyst, pitching rice bowls to the world. The name itself does the work: it's unmistakably Subway, but it's something new. Through merch, OOH, social, and a pop-up event. Subway became a bowl destination without ever losing the brand equity it spent decades building.
