The objective was to provide a co-branded item that Subway could use within a “gift-with-purchase” promotion.
Strategy & Execution
The strategy was to create a reusable shopping bag and imprint the front of the bag to represent the Blazers game jerseys. The promotion was to purchase 2 Subway meal’s and receive your meals in the bag. We then prepared the creative with the Subway brand located where the traditional jersey label was printed. This suggested that Subway was a uniform sponsor while not fully making the claim. Branding worked closely with Subway, Blazers and the NBA in developing and revising the creative until all parties were satisfied with the promotion. Branding then processed the order through our Qingdao China office, received stateside, warehouse and then kitting and distribution to the individual Subway locations.
The result is that over 94,000 reusable Subway/Blazers shopping bags helped pull off one of Subways most successful promotions. These shopping bags have reduced landfill and can still be seen around Oregon and SW Washington years later.