Subway has spent the past year refreshing their entire brand, image and menu items. And they were ready to get them into as many hungry mouths as possible. So when the Super Bowl came around, Subway asked us launch their new line of NFL player created Signature Sandwiches in a refreshing and memorable way. A way that turned a simple sandwich into a must have item.

Subway Signature Sandwiches are a lunchtime institution that needed a refresh. So, to relaunch them in the biggest way possible, we thought, “why not turn a Signature Sandwich into an actual Signature Sandwich”? We enlisted 3 NFL superstars to create their own sandwiches. Then we brought them to the Super Bowl to sign them for millions of fans. Some people ate them. Others saved them, froze them, resined them and vacuum sealed them. A few even put them up on ebay. And just like that, the Subway Signature Sandwich had arrived. And a whole new collectible market was born.

Subway knew they needed a refresh. So they spent the past year refreshing everything from their menu items and ingredients, to their spokespeople. And they were ready to reintroduce themselves to the world, and win customers back by bringing their big refresh campaign to life on the biggest stage possible: By refreshing the Super Bowl.

We enlisted 3 of the top NFL stars to make their own sandwiches with their own unique flavors. Next, we did a ton of research to find the perfect (and edible) way to sign bread. Then, we brought them to the Super Bowl Experience in Los Angeles to sign them live for millions of fans. Crowds went crazy for them. Players took them to media row and signed them for the Super Bowl hungry media live on air. Players even broadcast live on IG from our space to millions of followers. Everyone ate it up—some literally. And others found ways to save their one-of-a-kind edible piece of sports memorabilia.

We put Subway and their refreshed menu items back on the map alongside the likes of the top QSRs who delight their fans in surprising ways. During Super Bowl week alone, Subway Signature Sandwiches gained over 1,600 news stories, 43M+ social impressions, 830M+ media impressions and 98% positive sentiment in news coverage.