Case Study: Subway boosts trial and app downloads with VIBRANT Marketing's food truck campaign

Subway drives 194% more app downloads with VIBRANT Marketing

Subway, the world's largest submarine sandwich chain, partnered with VIBRANT Marketing and M5 Marketing Communications on a guerrilla food truck campaign. The challenge was to support Subway's "Good To Be Back" summer initiative by generating trial and purchase intent in the BC market, all while adhering to strict COVID-19 safety measures.

VIBRANT Marketing created a branded food truck for the campaign. When a new health bylaw suddenly prohibited public sampling, VIBRANT pivoted the strategy to a targeted distribution approach, arranging deliveries to private locations like businesses and healthcare facilities. This solution allowed the campaign to comply with health guidelines while successfully distributing over 6,650 sandwiches, resulting in 103,365 impressions and exceeding the app download target by 194%.

Subway