Subway Canada is introducing Mojo, a limited-edition sauce that blends creamy and spicy flavours, in response to Canadians’ increasing demand for more toppings to personalize their sandwiches.

Aligned with the “Buy Canadian” movement, Subway Canada says the launch reinforces the brand’s commitment to listen to Canadians and offer locally-sourced ingredients.

“This campaign is focusing specifically on Canadians’ desire to customize and is reminding consumers that Subway is the best QSR for that, with more sauce options than competitors,” says Michelle Dias, director of public relations, communications and sponsorship at Subway Canada. “We are also always evolving to bring Canadians quality ingredients like Canadian farm raised ham, chicken and turkey, 100% EQA-certified Canadian eggs, and Monterey Jack cheese made with Canadian dairy.” 

The launch follows a survey conducted in partnership with The Harris Poll, which explored Canadian consumers’ toppings preferences. Key findings showed that Canadians prioritize unique menu offerings and customization options, with 70% saying the sauce on a sandwich is essential and 40% preferring a hot sauce.

With more than 16 sauce options, Dias notes that Subway’s annual sauce sales are strong, “filling nearly two full-sized pools.” This demand led to the decision to expand the offering and continue to focus on Gen Z, which has shown the greatest enthusiasm for toppings, she says.

According to the survey, two-thirds of Gen Z and millennial consumers refuse to eat a snack without a sauce. These demographics are also more likely to customize and layer their sandwiches, with more than half opting for two or three sauces per sandwich.

“We are continuing to target the Gen Z demographic and engaging with them by investing in our mobile app and through our social media channels, where we work with partners to provide compelling content,” Dias says.

The launch of Mojo is supported by a multi-layered marketing campaign that includes TV, radio, OLV, OOH, public relations and social media. Dias explains that the team’s decision to adopt a multifaceted media approach stems from the success of previous campaigns, which saw a significant boost in impact through advertising across various media channels.

“All channels have a role, whether it’s to reach the masses or target a segment. In the case of media like radio and OOH, they ensure we have presence and visibility in markets supporting our 2,900+ locations in Canada,” she says.

Dentsu is behind the creative, while Carat is in charge of media buying, DonerNorth of social media and Veritas of PR and influencers.