Can I have a BMT please?
Subway Order from Guille Pacheco, Associate Creative Director of HWP
15 or 30? 30 cm.
Bread? Parmesan
American or provolone? Provolone
Toasted? Please
Vegetables? All
Sauces? Chipotle
Combo?With broccoli soup and Coke Zero.
Putting together a sub is in itself an act of creation.
It requires creativity, taste and ingenuity, and the same applies to its communication.
So we sat down with our Associate Creative Director Guille Pacheco, who has been seasoning the communication of our client, Subway, for over ten years.
Subway is a brand that encourages creativity through its flagship product, How do you translate that into communication?
You always have to look for fresh ways to crave people, to bring that indulgence through communication and have them make their own recipes, with their own ingredients.
The truth is that it's very rich to create ideas for Subway, because it's always transforming itself.
Clearly, you have your "cupboard" of ideas that you build up over time, but you always need to grab new ingredients to give consumers that new flavour, because that's what they expect.
I like to offer them that same creative and dynamic experience that the restaurant has, in every communicative product that we make.
Given the category, Subway's menu evolves very fast so it goes at a speed that forces you to look for new ways. Besides, it always surprises us with different things, so we never worry about monotony. We've even had to baptise subs haha .
Subway has that quality of always reinventing itself, you never get to know it, and that's what keeps you fresh in this industry.
What do you mean by baptizing a sub?
Well, we had the opportunity to name it and create the whole concept behind a new sub recipe, and the truth is that it's a very interesting and fun experience.
We always like it to start with the initial tasting, and from there the sub does not adhere to an "iron recipe". Rather, after the first tasting, one continues to try the same recipe with different sauces and vegetables.
From there, we find a personality: what he talks about, what he tastes like, how he is different from the rest.
And with that, we baptize him, give him a name he can identify with.
Is there any care you take in naming a sub?
We always try to use Spanish names because the competition uses a lot of English names. Part of the philosophy of the brand is to make the content in Spanish that is reflective of the culture of the country it is in.
And with the name, what's next for the new sub?
Once we have name options, we start with the conceptualization of that recipe with its respective ideas. When that's done, we start the process of adapting to the platforms we have, be it radio, T.V., and also outdoor and digital.
Any "baptisms" you liked very much?
Hmm... "el Buenazo" or the "Para dos o para vos" promo.
What is the biggest challenge in communicating Subway?
I think it's being able to really convey that characteristic taste of food across media barriers.
Subway is the smell, the taste, the heat, and sometimes the visual and graphic can fall short, so there's the challenge: to create that hole in the stomach, that water in the mouth through another sensory experience that's different, but familiar to the locals.
And what do you like best?
When we carry out a campaign we are always very expectant of the results we have had. We care that a campaign is not only creativity and design, but that it reaches the objectives of the client, is the value we give from the agency.
That's part of what's so gratifying about a consumer account, sometimes you're standing in line and you hear the people who consume say "Oops mae, Buenazo is good haha" and you realise that what your team worked on and worked on for hours, became part of popular culture.