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We believe a game, with an instant-win component, allows us to both drive sales and build lasting loyalty with consumers.” “Our strategy was to create emotional connections through new experiences to expand our reach to QSR consumers who haven’t eaten with Subway recently and increase the loyalty of occasional brand consumers. As a heritage brand, our biggest marketing challenges in the Australian market are top of mind awareness and brand relevance,” she said. “We haven’t created uniquely-Subway experiences to connect consumers with our brand. Until now, Subway has relied on its fresh food to tell the story, Titeica told CMO. “With Sink a Sub, we’re doing things in a fresher way and making everyone a winner,” said Subway head of marketing, Rodica Titeica.