#TrainHardEatFresh - a multi-dimensional campaign was created to give SUBWAY® ownership of the football training space.

The idea was to drive the association between football training and eating healthy to make SUBWAY® synonymous with the conversation and a main player in the UK & Ireland football market. The #TrainHardEatFresh campaign was centred on giving football fans, coaches and players exclusive access to Liverpool FC that was both interesting and humorous to even the NON-Liverpool FC fans across the UK & Ireland.

Over12 months we executed 18 activations, creating 36 pieces of content.

We did this in the form of:

• Late for Training: A hidden camera stunt surprising fans with a Daniel Sturridge training experience

• Exclusive behind-the-scenes player content and interviews from the Melwood Training Ground - distributed through owned and earned media channels

• Breakfast with Klopp – A series of short, snackable insights from Melwood Training Ground of training tips for young and aspiring coaches, delivered by LFC Manager Jurgen Klopp

• SUBWAY Training Day – Online campaign with Daily Mail media partner, giving grassroots footballers the opportunity to train at the world renowned LFC Academy

• Always On social media competitions - tickets & signed merchandise giveaways with 100+ winners including earned media partners

• We took ‘real’ football fans into the world of Premier League football to meet their idols in two Open Training Sessions

The #TrainHardEatFresh campaign provided SUBWAY® with their top 5 most engaging pieces of marketing content to date, on Facebook and Twitter.

We had an enormous amount of earned media from over 100 different media publications globally for our activations.

In almost every social measurement of SUBWAY’s online history to date, we took 1st – 5th positions on both Facebook and Twitter. Football content was the most engaging post every single month. We delivered physical and tangible experiences to over 100 winners. A summary of the results include:

30+ million reach

3.3+ million views

25,000+ shares

100,000+ likes

1.5million+ post-clicks

16,500+ competition entries

Our headline activation, the Late for Training hidden camera video stunt with Daniel Sturridge & John Barnes, had a 99.9% Positive Engagement rate amongst the thousands of people that socially engaged with it.