“We Met at Subway!!!” - this guy’s vows, probably
Ask
Get the existing and new generation of sandwich fanatics to claim Subway as their favorite above all sandwich brands by reclaiming subways place as the icon of sandwiches.
My Role
Established objectives, category and competitor research, creative concepting, project management, aided creatives with additional information needed for idea development.
Deliverables
Pop-up matchmaking events, scroll-stopping OOH, social-first viral moments, app integration, communications plan.
Background
Subway was an intern team project at my summer internship at Leo NY.
For years, Subway anchored its brand around the “Eat Fresh” platform. While once differentiating, the heavy health positioning gradually lost relevance with younger consumers. As fast food culture evolved, the brand faded from cultural conversation and was no longer perceived well among high-value younger audiences.
Challenge
In short, Subway was no longer the icon of sandwiches.
Account Leadership
As account manager, I implemented a rotational system to ensure every team member gained hands-on experience. We alternated responsibilities such as note-taking, meeting leadership, and screen sharing.
I also:
Led weekly account-only working sessions
Established clear meeting agendas for the full team
Trained the team on effective note-taking and action planning
Built and maintained a master project timeline with ownership clarity
This structure improved team efficiency and alignment throughout the project.
Key Cultural Finding
Gen Z reports high levels of loneliness, driven in part by heavy smartphone usage and constant social comparison. At the same time, they seek individuality and self-expression in the brands they choose.
Research and Strategic Groundwork
Target Persona: Matt
A 20-year-old Gen Z college student at University of Virginia.
Market & Cultural Research
Working alongside strategists, I helped lead foundational research to inform our direction.
My contributions included:
Desktop research on fast food trends through a Gen Z lens
Social listening to uncover real consumer sentiment about fast food and Subway
Competitive landscape analysis
Support in building our Gen Z target persona, “Matt”
Insight
Gen Z doesn’t “do” boring, they need to be uniquely their own. Subway sandwich orders are so unique, you’ll wear them like a badge of honor.
Strategy
You are what you order.
If we cannot pull Gen Z away from their phones to combat loneliness, we can meet them where they already are.
Introducing Submates, a new feature within the Subway app that turns sandwich orders into a social connection engine.
Digital Experience
Users will download or open the Subway app from QR codes to this new home page.
Users create a profile featuring their signature Subway order.
The platform then matches them with others who share their exact order, using food preferences as a conversation starter and social bridge.
The experience launches via QR codes and leads users to the Subway app, fostering connection and interaction in a way that aligns with Gen Z’s digital habits. Submates works by transforming the functional ordering moment into a personalization signal, a social discovery tool, and a culturally relevant brand experience.
Out of Home
Experiential
Happy Hour
Launch
Amelia might say…
OOH placed across the city at bus stops, outside of bars, and on street corners.
OOH placed in the subway and across forms of public transit.
In-Store Experience
Customers can reserve tables for themselves and their submate. Then, the couple or new group of friends can share a meal at a fully decorated restaurant style table.
Looking to break the ice? Customers can bond over “Between the Bread,” our new Subway themed card game.
Customers can show off their sandwiches’ fresh new look with our custom “Let’s Break Bread” themed wrappers.
At Washington Square Park, dating booths let people taste each other’s Subway orders to see if they’re a match. Amelia from Chicken Shop Date will drop by to check in and stir things up.
In the next Chicken Shop Date, Amelia Dimoldenberg meets a Subway sandwich artist with her exact Subway order, then sets off to help others find their perfect match through sandwiches.
OOH placed in an elevator at offices and college campuses. When the doors close, the couple comes together.
Introducing Subway Happy Hour, a laid-back hangout where your order becomes your name tag and conversation starter, making it easy to connect over sandwiches and maybe more.
At select locations, customers can memorialize their experience in our Subway-themed photo booths.
Social
For long-distance couples, Subway will offer $5 virtual date night kits, complete with DoorDash-delivered candles, roses, along with their favorite Subway orders.
Virtual Date Night
Earned content shared by an unaffiliated account.
Sponsored content via Amelia’s Instagram account.
Content shared by Subway’s official account.
I developed the strategic rollout timeline and reallocated budget to support talent partnerships and priority media placements.
Outcome & Impact
Submates taps directly into Gen Z’s desire for personalization and real-world connection. By turning sandwich orders into social currency, the idea:
Reignites emotional engagement with the brand
Creates strong social virality potential
Drives in-store and app traffic
Repositions Subway within youth culture
Client Response
We presented the concept to the team at Leo NY. They responded positively to the loneliness insight and agreed the platform addresses the growing disconnect between Subway and Gen Z, particularly the desire for meaningful in-person connection.
Elise Tanenbaum - Account Manager
Danielle Beechy - Account Manager
Julie Piccolo - Account Manager
Caroline Thomas - Strategist
Caroline Gomes - Data Strategist
Taylor Schaefer - Strategist
Harper Herman - Art Director
Emma Rich - Copywriter
