Integrated Campaign
Repositioning a legacy sandwich brand for a generation that is facing wellness fatigue
Internship Project for Leo NYC | Duration: 4 weeks
Client Ask: Subway was losing cultural relevance with younger consumers and needed a clearer brand position in an increasingly competitive QSR category.
Insight: For Gen Z, health means balance, not perfection.
Strategy: We repositioned Subway as a brand that fits real life, introducing the platform “Subway Fits” to celebrate customization, flexibility, and everyday balance
Subway’s traffic had declined 45% since 2011 as competitors like Jersey Mike’s and Firehouse built stronger brand identities. Subway’s messaging had become diluted, trying to be healthy and indulgent, premium and cheap, nostalgic and modern, while continuing to rely on a generic “fresh” promise that competitors had already outpaced.
The world’s biggest sandwich chain is losing relevance.
The Challenge
Research
The competition is heating up (literally).
Jimmy John’s embraced a bold, culturally provocative tone
Jersey Mike’s embraced this viral trend — “Mike’s Way”
Firehouse built a strong narrative around community and purpose
Potbelly leaned into neighborhood charm and a warm, nostalgic deli experience
Subway’s version of “fresh” felt generic and legally cautious rather than culturally meaningful, especially to Gen Z.
At the same time, broader cultural data revealed growing wellness fatigue.
Many consumers reported feeling overwhelmed by pressure to be perfectly healthy, while the wellness industry continued to amplify those expectations.
“Eat Fresh” is going stale.
72%
of people say staying healthy is overwhelming. (McKinsey, 2023)
Insight
For Gen Z, health means
balance, not perfection.
Some days it’s a double turkey footlong with extra greens.
Other days it’s a cookie and a Coke.
And both should feel just as good.
Strategy
Introducing…
Subway Fits
“Subway Fits” became a unifying idea rooted in three proof points:
-
Subway offers both high-protein builds and indulgent sides, whether the day calls for a protein bowl or a foot-long cookie, Subway fits.
-
71% of Gen Z value customization. Subway’s build-your-own model is inherently expressive.
With this in mind we added customizable moments into our experiential activation.
-
With more locations than any QSR, Subway is consistently accessible.
We developed a campaign that showcased real POV moments — working late, creating, hanging with friends — where Subway naturally fits into everyday life without moralizing food choices.
Executions
01
Video Ad & OOHs
Showcased real POV moments and how Subway naturally fits into everyday life
02
Social Series
Partnering with cultural interviewer Kareem Rahma for street style interviews
03
Experiential
Subway Fits Fest: An immersive activation celebrating self-expression
Why Kareem?
We adapted that format into “Subway Fits.” Instead of debating opinions, Kareem asks people questions like, “What’s your sub?” and “What’s your sandwich hot take?” The idea taps into Gen Z’s discovery habits while using the authenticity of street interviews to show that the best sub is simply the one that fits you.
Through his social platform Subway Takes, Kareem Rahma built a following with quick, authentic “man-on-the-street” (but in the NY subway) conversations that feel culturally native—he listens, doesn’t lecture, and naturally resonates with both Gen Z and older audiences.
What’s Subway Fits Fest?
Gen Z doesn’t just eat food—they experience and share it. With 70% discovering food on social and over half posting food moments monthly, a live activation turns Subway’s biggest advantage—customization—into something visible, social, and worth sharing.
Subway Fits Fest brought the platform to life as a customizable playground—guests built their “Subway Fit,” explored stations blending wellness and indulgence (protein builds next to the cookie bar), and captured their look at the Subway Fit Check Studio. The result turned every order into self-expression, reframing Subway not as a brand that defines health, but one that celebrates how everyone eats differently.
Who’s Invited?
To bring Subway Fits to life, we want to showcase creators who actually live the idea of balance, whether that shows up in fitness, personal style, at school/work, or the chaos of everyday life. Each creator is embedded into the experience, leading moments, engaging with attendees, and producing social-first content that showcases their unique “fit.” This approach transforms the event into both a live activation and a continuous stream of culturally relevant content.
Top-performing creators we would invite:
Budget & KPIs
KPIs
↑ Brand consideration among 18–34
↑ Social engagement + positive sentiment
↑ Share of voice in lifestyle & food culture
↑ Increase in foot traffic and app usage
↑ Sales lift 15%+
↑ Earned media value 500%+
Outcome
In 4 weeks, we delivered:
A cultural repositioning from “Eat Fresh” → “Subway Fits.”
A campaign platform rooted in balance, not perfection
A distinct role for Subway in a crowded QSR category
A fully integrated concept spanning social, experiential, and OOHs
A 45-minute pitch presented to senior leadership across Leo NY + Saatchi & Saatchi
My Role
Account Manager × Creative Strategist
Led client and agency communication, translating feedback into clear creative direction
Conducted research, social media audits, and competitive reviews
Kept a cross-functional intern team aligned under an accelerated timeline
Contributed to concept development and ensured cohesion across touchpoints
Helped shape the final narrative and presentation to senior strategy teams
Team members: Libby Browder (Account), Jack Vigue (Account), Avani Khorana (Strategy), Marie Mathieu (Strategy), Kaki Joiner (Strategy) , Olivia Justice (PM), Veda Rote (AD)
My Internship at Leo NY
Beyond this project, my summer at Leo NY working on the Walmart account was incredibly formative. I learned directly from an account director and worked closely with project managers, strategists, producers, and creatives. Being in that environment pushed me, taught me a lot, and made my time in New York something I’ll always value.