Subway have not notoriously been a very reactive or punchy brand; avoiding going after competitors and choosing to be more risk adverse in their campaigns. It's true, not every brand can be reactive (effectively) - you have to be a household name, with a strong USP that helps differentiate you from the rest. All of which Subway is. We saw the potential, but we all know it's not that easy when it comes to clients...

When we noticed McDonald's had announced they were scrapping their healthy chicken salad and wrap options, it felt like the perfect opportunity to test the waters. Cue some punny signage and borrowing Subway's food truck for the day, turning up outside a local Maccies handing out Subway's equivalent menu items (as well as a cheeky social giveaway)!

The campaign saw over 200 pieces of coverage, including in the Daily Star, Mirror and OK Magazine.