MARCA picked up the Subway business quietly, through the back door, all while the boss was away in Europe on vacation. Asher, An Eastport partner agency that handled local creative duties for some Subway markets, asked us to come up with some Hispanic concepts to pitch to the client for an upcoming product window on the marketing calendar. The client bought our spot for Hispanic and Asher’s spot for general market (which was actually also an idea we had come up with) and that began a very fruitful relationship.
Agency: MARCA| Account Planner: Henry Louis Gomez
Title: Endless | Creative Directors: Luis Gonzalez/Fernando Gomez
The Story: We had already been doing ongoing Hispanic project work for Subway when they hired a new marketing VP for North America. He organized a review to find a general market agency to create work for several calendar windows until an AOR could be hired. The Martin Agency was selected and they came up with the “So Much Sandwich” campaign.
The campaign was very food focused and was a deliberate step toward emphasizing value through size to a target that The Martin Agency had dubbed Bro-Mennials. Our job was to bring it to life for Hispanics.
Strategy: Subway Footlongs are for Real Hombres.
Epilogue: The client loved this so much that we produced several additional spots using different Hispanic music genres for the subsequent calendar windows.
Agency: MARCA| Account Planner: Henry Louis Gomez
Title: Endless | Creative Director: Sebastian Moltedo | Art Director: Pablo del Fabbro
Strategy: Hispanics didn’t invent Thanksgiving, but they could have.
Agency: MARCA| Account Planner: Henry Louis Gomez
Title: Gorditas | Creative Directors: Luis Gonzalez/Fernando Gomez
The Story: Once again the general market business was in play at Subway. This time a team of Dentsu Aegis agencies, led creatively by McGarryBowen, came out the winners. They sold Subway a campaign that called on young consumers to make what they want of their food and their lives .
Interpreting this campaign was a challenge in more ways than one. First the tagline didn’t have an elegant translation that came to mind immediately. Secondly, we’d be launching the campaign with Wraps, an item that that other fast feeders struggled marketing to Latinos. You see, wraps are a gringo creation that use a tortilla, but in ways that Hispanics aren’t accustomed to.
Strategy: No son tacos, pero si son ricos (they aren’t tacos, but they are tasty).
Henry Louis Gomez 