Subway Canada’s latest campaign drives home the QSR’s theme of customization, this time by asking an all-star cast, “How Do You Subway?”

Five new TV spots feature Toronto Raptor Scottie Barnes; women’s soccer legend Christine Sinclair; professional snowboarder Seb Toutant; choreographer and creative director Mel Charlot; as well as former hockey star Melodie Daoust.

In the ads, which will be aired across TV, OLV, social and digital, each star shares the unique ways they order their Subway sandwiches.

Lisa Mazurkewich, head of marketing at Subway Canada, said in a press release that consumer research found that consumers want to customize orders and make Subway meals their own. “We’re excited to channel that insight into a campaign to remind people their order is worth celebrating.”

Dave Federico, executive creative director for Dentsu Creative, added that the best campaigns are built from insights around how customers interact with a brand. “That’s what made this one so fun to work on,” Federico said. “Since ‘How Do You Subway’ is such a personal question, it was imperative we led with authenticity. Every spot features the actual go-to subs of our athletes, along with the tweaks they make that make it unique to them.”

The campaign is led by Dentsu, with media buying managed by Carat, organic social by Doner North and PR & influencer partnerships by Veritas Communications.

Subway Canada also recently unveiled a new brand campaign to support the QSR’s “Globally Inspired” menu, which included internationally popular flavours like tandoori, chimichurri, Nashville-style hot chicken and porchetta.

And in January, Subway Canada enlisted Barnes and fellow Toronto Raptor Chris Boucher in a campaign touting its rice bowl offerings, inspired by the players’ Caribbean heritage.