Subway Canada has unveiled a new brand campaign to support the QSR’s “Globally Inspired” menu.

The creative tells the story of a Subway chef determined to bring international flavours from his travels around the world, back to Canadians. The travels highlight the new menu options that include internationally popular flavours like tandoori, chimichurri, Nashville-style hot chicken and porchetta.

Lisa Mazurkewich, head of marketing for Subway Canada, says the campaign is designed to maintain the energy and positivity of past creative work for the brand, while highlighting the quality of its sandwiches, and the variety of flavours included in its new menu items.

“To tell the story of this new menu, we needed a fresh approach that honours the cultures that inspired it and the culinary expertise that went into recipe development,” Mazurkewich tells strategy.

She adds that the menu itself was inspired by research into culinary trends, as well as consumer testing that showed younger Canadians are seeking diverse culinary experiences that are different from traditional fast food items.

Dentsu Creative ECD David Federico adds that taking the ad out of the restaurant and into the world, it meant the ads wouldn’t feature the sandwiches themselves as heavily. Instead, Federico says the idea was to highlight the inspiration behind the new subs.

“It became telling a story of quality by focusing on the inspiration… as dramatized as it was,” Federico tells strategy.

The campaign is supported across TV and digital with six- to 30-second videos, and a one-minute cut-down that will run in cinemas across Canada. It’s also supported by traditional media relations, influencer and editorial partnerships, managed by Veritas Communications.

DonerNorth also contributed organic social for the campaign, while Carat oversaw the media buy.