Why Subway Designed a Fanny Pack for Canada’s National Sandwich Month
It’s National Sandwich Month in Canada. This means that whether you’re enjoying an ooey, gooey grilled cheese made with low-quality ingredients, dunked in ketchup, or a delicious banh mi, packed with savoury protein, pickled vegetables and a delectable spread of velvety pâté, you have reason to celebrate. After all, sandwiches in virtually all forms are delicious, and even if you’re a picky eater, there’s probably a variant out there that you’ll love.
So, this begs the question, how does one of Canada’s largest franchises - known for selling sandwiches - commemorate such an occasion? As it turns out, creating a fanny pack dedicated to carrying the brand’s flagship offering is a pretty good idea, as demonstrated by Subway and Dentsu Canada. Revealing the ‘Footlong Fanny Pack’ alongside Carat (media) and Veritas (PR and social), the teams offered Canadians a brand new way to take their sandwiches on the go, all while maintaining taste, temperature, and crucially, structural integrity.
Moreover, this campaign served as an extension of the brand’s recently launched ‘Yesway’ platform, which saw Subway announce a whole new menu, new ingredients, and new ways to order. And to keep momentum going, as well as embrace the spirit of the month, this resulted in the announcement of a buy-one-get-one-50%-off deal, providing all the more reason to have a fanny pack.
To learn more about how this all came to life, LBB’s Josh Neufeldt sat down with Dentsu Canada’s chief creative officer, Jordan Doucette, and Subway Canada’s head of marketing Lisa Mazurkewich for a chat.
LBB> What was the brief, and what immediate ideas came to mind?
Lisa> The brief for the job was to amplify a great offer (‘buy-one-get-one-50%-off’), all during the fun of National Sandwich Month to drive traffic. We were expecting a small digital campaign, but Dentsu brought its creativity and the spirit of Yesway’, making it so much more: a really fun TV spot and the ultimate accessory, the Footlong Fanny Pack. Not only this, but Carat was able to adjust our media buy to create impact, while Veritas PR took coverage of the Fanny Pack to the next level.
Jordan> The partnership we have with our Subway clients is so strong, and we have such a mutual understanding of what the brand stands for and how it should show up in the world. To this end, we consider ourselves ‘always briefed’. So, naturally, when we started talking about August being National Sandwich Month, and we had a great brand offer, this idea just felt right. I mean, how else does one get all those sandwiches home, safe and secure?
LBB> As you mentioned, this campaign bulbs upon the recent ‘Yesway’ platform. Why was this the perfect way to follow up?
Lisa> We believe the ‘Yesway’ platform is the right place for us to play, as it celebrates the exciting changes happening at Subway. We’ve already invited consumers to say ‘Yesway!’ to a new menu, new premium ingredients and a new way to order, and now we’re inviting them to say the same about a new way to carry that order home!
Jordan> Building on this, not only is our advertising campaign ‘Yesway’, but so is our internal mantra. As such, it was a matter of asking ourselves if we could create an innovation for National Sandwich Month to make the event that much more fun and fashionable (Yesway!), and if we could do it in less time than it took most clients to even align on a brief (also Yesway!).
LBB> Importantly, what was the design process like for the fanny pack? Who did you work with, and how long did it take from conception to creation?
Jordan> The design and production of the fanny pack was a seamless process and a genuine collaboration between our internal teams and vendor partner (Neil Griffith at Blowfish) to deliver a superior product for Subway.
Speaking of Neil, he was the obvious choice for this campaign. He’s a superstar vendor, and was already well-versed with the Subway brand. In 2022, he and his company produced the varsity jacket worn by Scottie Barnes for the ‘Bowlway’ launch spot, as well as additional merch - including custom bucket hats - for the PR event. Not only that, but where average production for any custom project is usually 6-10 weeks, Neil did it in just under three.
Aside from that, everything was made here in Canada, except for the rubber badges which were produced in Mexico and delivered in just four days (we had a bit of a wait because it had to clear customs)!
LBB> Building on this, what materials did you use to ensure it maintains sandwich quality, and do you have any anecdotes from the design process?
Jordan> Big considerations revolved around ensuring a sub could sit snuggly, stay warm (or cold), and stay intact while being transported. For the first point, blueprints were made to adhere to ‘Footlong’ specs, which led the fanny pack to be 3.5 inches (height) by 4 inches (width) by 12.5 inches (length).
Regarding temperature, we discussed various materials and finishes with the vendor, and after approving blueprints, we moved to the prototype stage. Thermal bubble wrap with metallized polyester insulation seemed like the natural solution for the inside, both for its lightweight properties, and its ability to help keep subs at the right temperature. Additionally, to enhance the ‘cool factor’, the same thermal fabric was used for the outside.
From here, to add extra durability, the fanny pack was piped with industrial weight binding and a durable zipper. However, after the first prototype, we quickly realised that the bag needed extra support, so we opted to add a custom-made reinforcement tray which sits in the bottom of the bag for balance and extra strength. Beyond this, additional reinforcement material was added to the inside-back panel of the bag, as well as an 100% polyester shoulder strap (detachable, with an option to wear on waste), and a suspender elastic harness in order to accommodate different body types.
At that point, all that was left was putting it to the test. We did a couple, including having Tyler Copoc, our associate creative director, wear the fanny pack on his bike… which resulted in a still nice and toasty sub, completely intact, even after a 30-minute ride.
LBB> The accompanying spot is super fun as well! How did this aspect come to life?
Jordan> The video was shot with Dentsu Studios, with the goal of showcasing the fanny pack’s best feature – its ability to carry your sub wherever you go, and do so with style. To accomplish this, we wanted to depict a Subway fan who has a bit of swagger in his step as he does just this.
Another big consideration was location. It was important for us to choose a spot that wasn’t too centric to any one place in Canada, because these fanny packs were to be released Canada wide.
LBB> The funky music really brings the spot to life - who did you work with to find the right sound for the job?
Jordan> Music was sourced internally from a stock music site. We needed to find the perfect mix of funk and cool, while also not taking ourselves too seriously. Let’s not forget, this is a video about wearing a sub on your chest. It’s inherently fun and a bit ridiculous!
LBB> Launching this campaign included designing a fully-integrated omni channel marketing strategy. What was this process like? How did you approach it, and ensure everything was ready for national sandwich month?
Jordan> The process was a quick one, to say the least. We had daily touchpoints with clients, agency and production partners, which were vital to the success of the program. We also stayed clear of traditional ways of working, rolled-up our collective sleeves, and had a ‘nothing will stop us’ attitude. From legal to production, the teams contributed their personal time to get this program live, taking roughly 19 business days from start to finish (July 25th to August 25th).
LBB> What lessons did you learn in the making of this campaign?
Lisa> Like many large international companies, we have technical limitations which can impact speed. We chose to approach this program with a test-and-learn approach. We knew there would be wins and there would be learnings, and we would get better for next time.
Beyond that, we really found the value of empowering creative people to be creative. It’s only through trust that ideas can really come to life. Plus, it’s way more fun!
Jordan> There’s nothing you can’t do when you have an amazing client-agency relationship. That, and never underestimate the motivational power of rallying around something FUN!
LBB> Since launch, how have people responded to the campaign?
Jordan> We sold out online in under 47 minutes, so we think there’s hot demand for our Footlong Fanny Packs. Since then, we’ve started a waiting list, and are already planning on making more.
Lisa> It’s a big win internally, with media, and with consumers!
LBB> Have you tried carrying a sandwich in the fanny pack?
Jordan> These answers were written while wearing a Footlong Fanny Pack.
Lisa> I wish! They sold out too quickly, but I put my name on the waiting list.
