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Fighting global hunger and boosting sales, the Subway way

By afaqs! news bureau, New Delhi, December 05, 2017
Subway donated 13.3 million free meals to charities on World Sandwich Day.
Subway's global campaign to help fight world hunger donated more than 13 million meals to charities

Just over a month ago, Subway partnered with local hunger-relief charities for the global real-time, data-led campaign which saw a meal donated to charity for every Sub purchased on World Sandwich Day on 3 November.

Created by J Walter Thompson Sydney, the Subway Live Feed Campaign ran in 60 countries globally and saw sales at the 40,000 contributing restaurants increase by up to 20 per cent.

According to the company, "the key was the scale of the idea and the ability to report the number of meals being given to hunger-relief charities in real time, thus spreading news of the initiative via social buzz as countries progressively woke up and joined the campaign through World Sandwich Day, encouraging more and more people to participate in the Subway Live Feed."

The tally was also displayed on individual country microsites, digital banners and outdoor billboards worldwide. Social media and PR were also used to drive awareness, along with staff engagement, influencer marketing and local area promotion.

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