Sandwich chain Subway has appointed MRM Meteorite to handle its direct marketing account without a pitch, taking over from Havas Helia which had run the business since 2011.
The agency will be tasked with looking after all of Subway’s direct communications with a focus on increasing engagement of Subcard, the sandwich chain’s loyalty programme which was launched in 2010.
It will also work on the evolution of Subsquad, the company’s app-based social rewards scheme – launched last year – which allows members and their friends to get even more Subcard points.
MRM Meteorite will work closely with sister business McCann London, which has been Subway’s creative agency since 2009. The company also works with Applied Predictive Technologies, the business analytics business owned by MasterCard.
The move comes amid a major overhaul of the company’s UK operation. Last year, the brand opened its 2,500th store in Keynsham, Somerset, and is in the process of revamping its store format with a new “Fresh Forward” design. It claims it is on target to have 3,000 UK stores by 2020.
MRM Meteorite managing director Matt Conner said: “Subway is a world-famous brand and a staple of the modern British high-street. To be asked to manage and evolve their Subcard loyalty programme is a challenge we’re relishing.”
Subway has approximately 45,000 franchise stores located in more than 100 countries. However, it is facing major issues in its core US market amid claims of over-expansion. Earlier this week the company announced plans to close a further 500 outlets this year; Subway’s US store count fell by 909 last year.
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