The Cookiemas campaign, which features a lonesome Easter Bunny at Christmas time, aims to build brand connection and fame for the Subway cookie – sending the message that a simple gesture like giving a cookie can bring people together and help combat loneliness.
The campaign reimagines the modern-day Easter Bunny and Santa to tell the untold story of the most lonely character at Christmas time.
Subway ANZ partnered with charity, Friends for Good, to recognise the millions of people who will be suffering from loneliness this holiday period. A portion of cookie proceeds was donated to the charity.
Campaign activity included a teaser campaign replicating any blockbuster Christmas movie, then launched with TV, Interactive website, OOH, Cinema, POS, PR, retail activations and social media. By encouraging people to give Subway cookies, the ‘Cookiemas’ campaign aims to spur a ripple effect of generosity across Australia and New Zealand.
