Subway Canada has enlisted a team of athletes to announce the arrival of its overhauled menu.

The QSR’s new “Subway Series” news lineup encompasses fifteen chef-crafted sandwiches, with a mix of classic recipes and new creations. Perhaps the biggest change, however, is to the ordering process: instead of picking toppings throughout the ordering process, customers have the option of simply ordering by the sandwich name or number.

With significant changes from what customers are accustomed to, an anthem spot in a new campaign introduces the overhaul by responding to any disbelief with “yes way,” and features athletes like Toronto Raptor Scottie Barnes, soccer star Christine Sinclair and skateboarder Fay DeFazio Ebert in English. A similar spot created for Quebec features Raptor Chris Boucher, Olympic snowboarder Sebastien Toutant and Canadian national soccer team player Patrice Bernier.

“This is the biggest campaign in Subway’s 30-year history here in Canada,” says Lisa Mazurkewich, head of marketing at Subway Canada, who adds that the “giant” effort will be on all of its channels. She tells strategy that in the past, Subway has typically focused on one key message per campaign window, but this campaign will run for the balance of the year.

The new menu has ingredients not normally associated with the brand, such as brisket and pesto and the QSR calls the update the most significant one in its history. Mazurkewich stresses that despite the numbered menu items – offering a streamlined option that takes the guesswork out of ordering – bespoke is still the brand’s ethos.

“Customization continues to be at the backbone of our brand,” she says. The blanket campaign covering all of the new sandwiches – instead of individual new additions or LTOs – and the new ordering method is meant to support franchisees across the country.

Subway Canada is continuing to invest in “big broadcast,” as radio and TV have been major parts of the QSR’s media mix, but also local media like OOH and media to support restaurants in smaller urban centres. The brand is investing in the digital sphere to make sure its CRM is as hard-working as possible, particularly when it comes to app engagement, as online ordering typically drives larger basket sizes similar to the competitive set.

“Our focus is on not just continuing to connect with our core consumer, but to re-engage with a younger Canadian consumer,” Mazurkewich says. “We know that they like us, but they don’t come as often.”

According to Mazurkewich, the brand continues to work with athletes because they embody a healthy and balanced lifestyle Subway believes it is part of. Athletes from different sports also lets Subway be thoughtful about reaching different demographics, both in terms of what people watch, but also what they participate in.

Subway’s AOR Dentsu is behind the creative, with support from Veritas on PR and Carat on media.