McCann London and SUBWAY Bring Digital Cookies Into the Real World
SUBWAY is launching a digital campaign in the UK and Ireland to thank its customers for accepting digital cookies notifications by offering them real cookies.
Created by McCann London, the ‘cookies for cookies’ activity sees the SUBWAY brand become the first to make cookie notifications a positive thing for customers.
The campaign launched the SUBWAY promotional offer this week by encouraging visitors to SUBWAY's website to turn annoying cookie notifications into real cookies.
SUBWAY will offer people who accept cookie notifications on its website the chance to enter their email address to receive a voucher to be exchanged for a free cookie in-store. The activity will run while stocks last and customers will be emailed a free cookie voucher that can be redeemed in-store within two weeks.
In keeping with the playful nature of the campaign, the creative uses lines such as “Go forth and eat cookie” and “Just enter your e-mail address to prove you’re not some kind of robot”.
Sacha Clark, Marketing Director for the SUBWAY brand UK and Ireland, said: “Our customers are at the centre of everything we do and we want to thank and reward them for their loyalty in an innovative – and delicious - way. What better than cookies for cookies to show our appreciation?”
Rob Doubal, Co-President and Chief Creative Officer at McCann London, added: "When the SUBWAY team came up with the idea of turning bad cookies into good cookies I loved it. Cleaning up the internet. One sandwich at a time. Marvellous.”
Creative Agency: McCann London
Creative Director: Alexei Berwitz, Rob Webster
Chief Creative Officer: Rob Doubal, Laurence Thomson
Head of TV / Production: Sergio Lopez
Executive Producer: Sophie Chapman-Andrews
Designer: Carl Warren
Project Manager: Sarah Bruce
Planners: Matt Saunders
Digital: (Lead) Andrei Andreescu
Director of Communications Strategy: Louise Ringrose
Planning Director: Nat Hill
Senior Creative: Jean-Laurent Py
Business Director : Katie Morris, Jason McNamee
Account Director: Francois d’Espagnac
Category: Fast food , Retail and restaurants