Subway shocks guests with Protein Pockets campaign

Subway is entering the value conversation with a new menu innovation that challenges the notion that quality and affordability are mutually exclusive. 

Protein Pockets deliver 20+g of protein with freshly sliced lean protein, fresh veggies, and tasty sauces, all freshly made and priced at just $3.99.  Consumers believe it's nearly impossible to get a quality, nutritious meal with only a few dollars. Subway is proving that high-quality ingredients and exceptional value don't have to be enemies.

In a world where prices keep rising, Leo New York flipped that notion on its head. The campaign introduces the idea of [HO1] prices so low you simply can't believe it.

The campaign features two primary spots that bring this to life. Characters physically drop items they are holding which shatter into pieces when they hear the price, leaving them in utter disbelief that something this good could be this affordable. The work captures that visceral, unbelievable feeling of scoring an impossibly great deal.

The tone is playful and confident, very different from typical transactional value advertising. Instead of shouting about low prices, the campaign shows the genuine human reaction to discovering real value.