The new “Sub da Quebrada” sandwich will have part of its sales reverted to support work carried out by the NGO
Subway and Gerando Falces teamed up to launch Sub da Quebrada. The partnership aims to give more visibility to the cause supported by the NGO and reinforce the restaurant chain’s commitment to social development and transformation.
In addition to being co-created in partnership with the institution’s youth, part of the sale will be donated to support the work carried out by Gerando Falces.
We know the importance of talking about and giving visibility to social causes, especially those that concern the future of young people and the social transformation that can be achieved. This partnership with Gerando Falces is a reason for great pride and happiness for all of us, since we understand that this is a very serious organization and that it is always looking to positively impact and transform the lives of people in the favelas, said Rodrigo Munaretto, Head of Marketing by Subway Brasil.
The launch of the new flavor arrives accompanied by a campaign, signed by Dentsu Creative, which has three main pillars, namely relevance, relevance and truth.
“Our role in the strategy of this project was to ensure that all creative materials and everything that was advertising were in common agreement and respecting the fundamental pillars. We were very careful with the steps so that nothing happened unintentionally and that, as a brand, Subway was not disputing the spotlight with the creators of the name, flavor and key visual of the campaign, the people. That’s why we started this project with a documentary that reveals all this backstage of co-creation and authentic partnership between Subway, Gerando Falces and all the participants chosen to finger to represent the broken ones”, explained Aloisio Pinto, Chief Strategy Officer of Dentsu Creative.
The campaign’s media strategy will focus on digital media and social networks.
