Case Study: Subway boosts Frango Super Bacon launch performance in Brazil with System1 ad testing and guidance

Subway Launches New Sandwich in Brazil with Ad Testing and Guidance from System1

Subway, one of the world's largest restaurant brands, sought to launch a new Frango Super Bacon sandwich in Brazil. Their challenge was to create an advertising campaign with strong short-term sales potential that would also support long-term brand building. To ensure their creative would resonate with the public, they partnered with System1 and used its Test Your Ad platform for early-stage testing.

System1 tested four initial ad concepts and provided detailed Guidance based on emotional response data. Recommendations included adding scenes of people tasting the sandwich to increase viewer happiness and setting more scenes within the restaurant to enhance brand recognition. After implementing this guidance, the finished ad achieved a 4.7-Star Rating, a significant 1.3-Star increase from the initial animatic, along with a strong Spike Rating. Subway reported that the launch was one of its best in three years, far surpassing sales expectations.

Subway

Rodrigo Munaretto

Brazil Chief Marketing Officer