After twenty years in the vault, the Sub Club is officially out of retirement. Subway is leaning hard into “old school” value, resurrecting its signature loyalty program with a fresh digital coat of paint. But this isn’t just a trip down memory lane; it’s a calculated move by a revamped executive team to set the brand apart from other QSR brands with a new emphasis on entertainment and its “fourth footlong free” rally cry.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the ads announcing the return of the Sub Club.
The Details:
- Both the :30 “Join Sub Club” and :15 “Introducing Sub Club” performed at norm relative to the QSR category 90-day overall benchmark but the campaign’s standout success was communicating the key message:
- The :15 spot scored +45 points above norm for Information, and the :30 scored +29 points above norm. This confirms that the loyalty offer/benefit is landing in both formats.
- Moreover, viewers noticed the value proposition, rating the deal or offer as the Single Best Thing at the same rate across the ads—both of which were significantly above the 11% norm. This is the primary lever driving the campaign’s Relevance (which met QSR benchmark).
- The :15 spot scored +45 points above norm for Information, and the :30 scored +29 points above norm. This confirms that the loyalty offer/benefit is landing in both formats.
- Both ads achieved very high brand recognition (90% and 91% unaided), significantly outperforming the QSR norm of 84%. The campaign is highly effective at linking the offer to the Subway brand:
- Since purchase intent is statistically tied (36% vs 34%) and overall performance metrics for each spot are within the norm range, the :15 offers Subway an efficiency play for the bulk of the brand’s media buy.
- The :15 spot also connected at above-norm rates with the core males 16-20 audience, and suggests it be favored when targeting the high volume consumer (and males overall).
- Since purchase intent is statistically tied (36% vs 34%) and overall performance metrics for each spot are within the norm range, the :15 offers Subway an efficiency play for the bulk of the brand’s media buy.
- iSpot Media Measurement reflects an appropriate near total favoring of the :15 Sub Club spot since launch on 12/3/25 through 12/14/25:
- Both ads connected through humor and Yummy visuals as well as the Value conveyed, confirming the concept worked as effectively in the shorter form.
- Viewer sentiment on the :15 creative reflected predominantly positive sentiment with the humor-driven creative approach resonating well. Viewers appreciated the “drop everything” concept showing people abandoning activities for the deal, and the absurdist humor created shareability and recall.
- Although the “4th footlong free” offer was understood and appreciated by most viewers, some expressed confusion on whether it was “4 footlongs free” vs. “every 4th footlong free.” This points to perhaps a slower pace or more clarity in the audio as it seemed to bounce between the two. Subway might consider on-screen text reinforcement: “BUY 3, GET YOUR 4TH FREE” to eliminate confusion given that value-conscious consumers found the loyalty program compelling, as intended.
- A few brand/cost perception comments were still seen about Subway becoming too expensive or nostalgia for the “$5 footlong” era. And of course, some would have preferred more food shots or didn’t quite get the link between subs and a hospital setting (feeling that other settings might have been more appropriate).
- Both ads connected through humor and Yummy visuals as well as the Value conveyed, confirming the concept worked as effectively in the shorter form.
Sample comments on “Introducing Sub Club” :15
“This ad is perfectly scripted. It caught my attention right off the bat because I am a frequent customer of Subway. When I’m out on the road, I like a healthy lunch or dinner that I also don’t want to spend too much on. But now I’m even more happy to know that my frequent visits are going to be more rewarding than they were in the past. Thank you again.”
Male 21-35
“I found the ad very funny because it was showing people in serious situations, but when they heard about the deal of getting a free Subway, they all just got up and left and said screw this, I need that Subway.”
Female 16-20
“I really like Subway and I always have. The sandwiches are getting kind of expensive, but to know you can get the fourth one for free as this ad advertised is really interesting to me.”
Female 36-49
“I don’t want to see some guy in a hospital when I’m thinking about food. You guys are getting paid for this? Sheesh. what happened to keep it simple, stupid.”
Male 16-20
“I think it’s a great thing about Subway giving out specials, especially now for the holidays. I will buy it. It seems like a great deal.”
Male 50+
“I like this because if you join the club, you can get every fourth foot long free and that is a great deal.”
Female 21-35
“I thought it was funny and the alliteration was a nice touch. I don’t think it needed the scene in the beginning, where the subway employee was describing the deal.”
Male 36-49
“I think using a hospital situation was ineffective. I like the message and I enjoy Subway food.”
Female 21-35
“Nothing will ever beat the $5 foot long, but it’s good to see y’all doing some kind of deal. Made me hungry.”
Male 21-35
“I used to get a foot long for $5. This is robbery.”
Male 21-35
“I didn’t know that Subway was offering this and I love Subway and I love whenever there’s deals, so this is very intriguing and I love the entertainment part of it.”
Female 16-20
- Little difference was seen in response to the campaign across income, suggesting that while Value was conveyed, it did not hold more sway based on income alone:
- An array of QSR ads over the past 90 days did succeed at sparking above-norm consumer intent (examples included in the charts below), with nearly all employing some level of humor and Value messaging:
- Subway reactions lacked responses indicating Authentic and/or Prodtastic food, a potential opportunity to address in forward plans and campaigns.
- Jersey Mike’s “Stolen Gig” was not only one of the Funniest ads among the 2025 Video Ad MVPs, but it was also a highly Likeable :30 spot that drove strong intent for the brand, appealing across age/gender and sparking Curiosity:
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
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Creative Agency: Leo New York