Agency: Momentum MENA
Art Direction: Hussain Ishtiaq

Challenge:
Promote Subway’s breakfast offering and highlight its appeal as a fresher, more energizing way to start the day.

Insight:
The way your day begins plays a key role in shaping the rest of it. A fresh, satisfying breakfast can set a positive tone for everything that follows.

Solution:
We focused on Subway’s breakfast options, putting the fresh ingredients and variety front and center, showcasing them as the go-to choice for a strong start to the day.

A Fresher Way To Start Your Day

This headline positioned Subway as the fresher alternative to competitors, not only in terms of ingredients but also by aligning with the idea that a fresh start in the morning makes for a better, more productive day.

Good Mornings Are Made of This
The headline for the ‘campaign refresh’ reinforced that Subway’s breakfast set the perfect tone for the day, suggesting a great morning is built on the foundation of fresh, satisfying food.

And then, the limited-time offer:

Radio Spot

MV:                          What’s a good morning made of? A gentle wake-up call?

SFX:                        Alarm goes off, someone slams it shut.

MV:                          A nice hot shower?

SFX:                        Water flowing followed by hissing sound –

FV:                            Ouch!

MV:                          A refreshing work out?

MV2:                       (overzealous instructor) Keep going! Five more…no, ten!

MV:                          Or maybe, it’s a fresh Egg & Cheese croissant with a piping hot Cappuccino from Subway… Along with some                                    Fade Fit Protein Balls

MV2 & FV:          (contemplatively) Hmmmmm

MV:                          All for only 20 AED!

MV2 & FV:          (pleased) Aaaaah!

MV:                          Get yourself some Subway breakfast, because, good mornings are made of this. Subway. Eat fresh.