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Quiznos Canada is trying to prove that toasted tastes better with a side of humour for its latest national branding campaign.
Quiznos previously relied on standard TV advertising for the category, with lots of product shots promoting its sandwiches and value proposition, said Kyle Holmes, director of marketing for Quiznos Canada.
“We’ve always been putting sandwich pictures up on screen, which is kind of what everybody else is doing now,” he said. “We wanted to do an ad that had a bit of humour in it and separated us from others because it’s kind of hard to break the QSR [quick service restaurants] mold with humour.”
The 30-second spot features two men having lunch in their office boardroom. “You’re eating that again? Try this,” says one man to the other, handing him his Quiznos sandwich.
The co-worker takes a bite and his face lights up as he says “Eeeee,” as opposed to the standard ‘Mmmmm” reaction.
“What?” the first man asks. “I know it’s the wrong letter, it’s just been so long since I’ve eaten anything this good,” he replies, trying again. “P-p-p-p-p…no?” he says, looking to his co-worker for approval.
“It’s such a simple insight, and it’s something we all do a hundred times a week,” said Holmes. “I think it’s cute, and people might not get it the first time, but if they get it the second or third time, that’s a sign of a good commercial.”
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The spots were developed by Cliff Freeman & Partners in New York and adapted in English and French for the Canadian market by Palm Arnold in Montreal.
The end of the commercial promotes the Black Angus Steak sandwich. A new 15-second spot was created by Palm Arnold, using extra footage from the original commercial shoot.
The 30-second originally aired in a U.S. test market in 2007, but was relatively unsuccessful at driving sales, said Holmes, who believed in the spot and wanted to resurrect it for the Canadian market.
Since the spots launched two weeks ago, sub sales have increased 10% compared to this time last year, added Holmes.
The Quiznos campaign includes radio and online executions that will run throughout the holiday season. PHD Canada handled the buy.
