In an effort to revitalize its brand, Mr. Sub has hired marketing agency Tag Franchise to help facilitate a new look and feel for its restaurants.
Tag Franchise (formally the AdlibGroup) won the account following a formal review process, which commenced in July. The first work from the agency is expected to begin appearing early next year.
According to Tag Franchise president Patti Laine, the agency is currently conducting an “exploration of the brand, and trying to determine what we need to do to reinvigorate it and make it the national treasure it once was.”
Laine said the agency was selected based on it’s familiarity with quick-service brands (New York Fries and Extreme Pita are also clients) and its unique approach to working with franchises from top to bottom.
“We have a really tight process, we specialize in franchise business and we understand that it’s different,” said Laine “We don’t use traditional consumer marketing with franchisees and franchise systems; we have our own elevation process called Up! [Unify, Plan, Exclaim.] We walk our client through how that impacts not just the brand from the corporate level, but understanding that they are just one piece of that whole puzzle.”
While she couldn’t provide specific details, she said elements of the refresh will include new menu items and updated looks for Mr. Sub restaurants across the country.
Tag Franchise will also be handling creative, digital, media and PR for Mr. Sub on a 2015 campaign to support the new brand positioning. Mr. Sub’s most recent TV campaign ran in 2012 care of Shooters International.
In 2009, a Mr. Sub TV spot was pulled from air due to accusations that it was homophobic, leading Mr. Sub to fire its advertising agency, BOS.
There are roughly 330 Mr. Sub restaurants across Canada. The chain is owned by Montreal-based MTY Group, which also franchises and operates quick-service restaurants such as Tiki Ming, Thai Express, Yogen Fruz, Cultures, Country Style and Extreme Pita.
