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July 23, 2021

Subway taps big names in sports to sell sandwiches

PHOTO | New Haven BIZ The soon-to-be-former world headquarters of Subway at 325 Sub Way in Milford.
By Liese Klein

Serena Williams, Megan Rapinoe, Tom Brady and Stephen Curry have signed on to be part of Milford-based Subway’s latest promotional campaign.

Basketball legend Charles Barkley was also hired as the new voice of the sandwich chain, part of its new “Eat Fresh Refresh” ad blitz.

The celebrity sports stars are part of Subway’s major marketing and menu overhaul to boost sales, which was first announced earlier this month. Twenty new menu updates were rolled out along with upgrades to online ordering and restaurant remodels. 

Appearing on TV commercials, social media and digital content, the sports stars will take part in one of the largest media investments in Subway's history as part of “the brand’s transformation journey,” the company said in a statement.

“We developed a creative idea with a supporting cast of the biggest names in sports to share all of the great changes happening at Subway in a story that continues across multiple spots and formats,” Chief Marketing Officer Carrie Walsh said.

New York ad agency McGarryBowen will lead the campaign, with media planning from Carat and activation supported by Current Global, Jack Morton, Proof Advertising and United Entertainment Group.

“We needed an idea that was big enough to tell the next chapter of Subway’s story,” said  Matt Ian, chief creative officer of DentsuMcgarryBowen. “Not just now, but into the foreseeable future as the brand continues to push to be better and better every day.”

Contact Liese Klein at lklein@newhavenbiz.com.

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