SUBWAY – HONEY MUSTARD RETURNS

THE BACKGROUND:
When I joined Fabric Social as a freelance Creative Director, I was brought in to lead the Subway account. One of the first briefs I picked up was around Honey Mustard sauce. Fans had been loud ever since it was taken off the menu, bombarding Subway’s socials every single day with the same request: “Bring back Honey Mustard.” When Subway finally decided to bring it back, I was briefed to turn all that noise into excitement and make the return feel like a big cultural moment.

THE IDEA:
First, I wanted to acknowledge the fans in a way that felt fun and self-aware. So we created a skit from the perspective of Subway’s social media admin, who had been “dealing with” Honey Mustard questions on a daily basis.

Then came the big launch. At the time, The Jennifer Hudson Show was going viral with its Spirit Tunnel, where guests were hyped up by a singing choir. So we gave Honey Mustard the same treatment, creating a Spirit Tunnel at Subway HQ with employees cheering as the sauce made its return.

To keep the hype going, we created a Honey Mustard keychain stunt. Each keychain was filled with Honey Mustard sauce, and we took them into places like Nando’s and McDonald’s, filming ourselves pouring it all over food that “wasn’t supposed to have it.”