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As Australia was grappling with a generational cost-of-living crisis the big Fast-Food giants responded by shrinking their prices, and their food. But being the fresher-fast-food meant Subway couldn’t lower prices, and obviously couldn’t shrink the Footlong – it’s a foot long! So instead set-out to flip consumer value perception: from low price to
size of feed. Setting off an epic showdown of Fast-Food icons that helped Subway increase traffic as the category shrank, achieve record sales, and most importantly reposition the Footlong as the best value fast food feed.