Subway Live Feed Wins at QSR Media Detpak Awards 2018
Subway® Live Feed Wins at QSR Media Detpak Awards 2018
Subway® Australia New Zealand’s (Subway ANZ) Subway® Live Feed charity campaign has won Best Digital Initiative and Best Corporate Social Responsibility Initiative at the QSR Media Detpak Awards 2018.
Announced at the QSR Media event on Wednesday 13 June, the annual awards ceremony recognises the best of the best in the QSR (Quick Service Restaurant) and fast casual restaurant industry.
The Subway® Live Feed campaign, launched on World Sandwich Day on Friday 3 November 2017, saw Subway® restaurants around the world come together for the brand’s largest fundraising event to help fight hunger globally. Conceived by Subway® ANZ creative agency, J. Walter Thompson, the global campaign saw the restaurant chain partner with hunger relief charities across the world to donate over 13.3 million meals to people in need.
Across Australia and New Zealand, every guest who visited a Subway® restaurant on the day had the opportunity to buy a sandwich, salad or wrap and get one free for a friend, with Subway® then donating the cost of a meal to someone in need through Foodbank Australia and KiwiHarvest.
Every meal donated on World Sandwich Day was tracked through the Subway® Live Feed digital ticker, via the Subway® Live Feed website. The ticker was showcased on dynamic outdoor billboards in cities around the world, including New York, Sydney and London.
In partnership with WPP AUNZ agencies J. Walter Thompson, Ikon and PPR, Subway® raised enough funds to donate the cost of over 377,000 meals across Australia and New Zealand, said Kate Brody, Head of Marketing for Subway® ANZ.
“Our mission was simple – feed the hungry by driving people in-restaurant with a great cause along with an enticing offer. Thanks to the work of all of our teams across our Subway® restaurants, we created a day that not only gave back to the community, but drove significant sales, earned media coverage and social buzz,” Kate said.
“The Subway Live Feed concept was our first globally activated campaign and proved to be a huge success – enabling our brand to engage with guests in ways we haven’t before. Guests care about engaging locally, with the people they know, for a cause they agree with. Live Feed really delivered on that goal.”
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