The Superbrands Organisation, which presents expert and consumer opinion on the UK's strongest brands, introduced the 'Brands to Watch' award for the first time this year.
An independent council, made up of 18 industry experts, rated SUBWAY® as 'one of the brands that has, through exceptional marketing and communication strategies, positioned themselves as significant challengers to established rivals.' They say that 'these brands are expected to grow market share and have the potential to develop into Superbrands of the future.'
In September 2005, SUBWAY® hired Paul Reynish, as Marketing Director for the UK and Ireland. In January 2006, Paul oversaw the first nationally co-ordinated advertising campaign - "SUB of the Day", which generated an index of 117.9 across the UK and Ireland and continues to be successful as an everyday value platform.
More recently, Paul was the driving force behind the first national brand marketing campaign in the UK and Ireland, which launched in May 2006. The new TV and radio advertising creative followed a disciplined approach to gleaning UK and Ireland market insight and rigorous strategic planning.
Says Paul Reynish: 'SUBWAY® is honoured to be acknowledged as a Brand to Watch. This tribute is a reflection of the chain's growth and our ability to give our customers exactly what we promise - great tasting SUBs made fresh in front of you.'
Stephen Cheliotis, Superbrands Chairman for 2007, commented: 'SUBWAY®'s vision has taken it from one man's idea to a multi-national franchise and leader in its sector. Although SUBWAY® is a globally recognised and loved brand, its commitment to satisfy consumer needs across a much wider spectrum remains its focus. This has enabled SUBWAY® to develop an undisputed reputation of a trustworthy brand and is definitely a Brand to Watch for 2006/07.'
The SUBWAY® chain has now opened over 700 stores in the UK and Ireland, and is the world's largest submarine sandwich franchise, with more than 26,000 locations in 84 countries. Its expansion plans in the UK and Ireland are moving at a phenomenal rate - an average of 15 stores opened every month throughout 2005. The chain plans to open another 1,400 stores in the UK and Ireland by 2010, resulting in massive job creation and monetary investment.
SUBWAY®'s national consumer marketing board member and franchisee, Jabs Mumtaz, collected the award at The Brewery Hotel, London last night.
Published: 25 July 2006
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