Dentsu Creative Canada has developed a clever new campaign for Subway Canada that flips convention on its head: ditching inches in favour of the metric system. The campaign introduces a line up of 15.24 cm Canadian Classics, available for $5.99 each for a limited time.
Subway has long been known for its 6-inch and footlong subs, but this playful reframe replaces imperial with metric, tapping into a very Canadian sense of humour and delivering Subway’s value story with a wink.
Raj Gupta, group creative director of Denstu Creative Canada, shared, “Canadians have such a well-calibrated sense of humour about ourselves and our neighbours to the south, so the tone of this campaign hit the sweet spot.”
The integrated ‘Ditch the Inch’ platform was designed to spark conversation, reinforce Subway’s place in Canadian culture, and highlight unbeatable value at a time when consumers are especially value-conscious.
“We found a timely way of reinforcing a distinctly Subway brand ordering experience, while communicating value messaging with a wink,” said Denny Downie, head of marketing for Subway Canada.