How did we take a 50 year old brand and make it relevant to younger demographics?

Jive client, MR.SUB, was celebrating its 50th anniversary, which coincided with the introduction of meats raised without antibiotics to their menu, making them the first National sub sandwich restaurant in the QSR industry in Canada to introduce RWA meats. MR.SUB has been proudly serving fresh, quality sandwiches across Canada and internationally. They wanted to increase overall brand awareness, especially amongst younger demographics, and share their campaign messaging nation-wide.  

 Through a combined approach of traditional public relations outreach and influencer activations, Jive secured social and traditional coverage for MR.SUB, sharing key brand messages, and broadening education, reach and awareness nationally. 

Our Top 3 Humble Brags

  •  Jive launched a multi-faceted campaign, which reached an audience of over 30,842,001, and generated 73 pieces of coverage. 

  • The campaign enabled MR.SUB to share their brand messaging through authentic content that resonated with the community. 

  • MR.SUB was positioned as an innovative industry leader, and proudly Canadian, tapping into a new, younger demographic and reinforcing brand awareness amongst existing audiences.  

How We Did It

  • Jive partnered with lifestyle, food and family influencers to create original MR.SUB content and help spread the brand’s messaging, inside and outside their traditional audience, across social media platforms. 

  • Jive secured extensive media coverage through traditional pitching to targeted media outlets, with each pitch customized to secure maximum brand coverage, leveraging the RWA introduction and 50th anniversary.