Sandwich franchise chain Subway has launched a brand new promotional campaign that aims to link the brand with feelgood emotions and with the power to achieve – whether that’s as a corporate executive, a student, footy team player, or adventurer.

Suggesting that you get out of life what you put in, the Eat Well Go campaign represents a new strategic direction for the brand, and as one of the franchise’s biggest campaigns it features advertising on TV, outdoor, online and radio, and includes PR activity and a social influencer campaign.

The fast food giant has used a global neuroscience tool to delve into the consumer’s emotional psyche.

Regional marketing director Gina Kahler said “Research reinforced that consumers perceive Subway as a source of eating well to help them achieve the most out of life in their day and feel good, not guilty.”

Dan Kohler, the company’s international marketing director, said the insight gained from Eat Well Go will allow the brand to build on this strategy across the globe.

“The work being done in Australia feeds into similar work we are activating in other markets. We’re looking with keen interest to see the results in Australia and how these learnings could be implemented elsewhere.”

The ad campaign has been shot on location in Australia and New Zealand.