Salt & Water and Firehouse Subs take the mouth even fuller
Firehouse Subs operates over 1,200 locations in the U.S. and Canada. Now the fast-food chain is expanding globally—and has opened its first location on Zurich’s Stauffacher. The agency Salz & Water created the campaign to generate buzz.
In the States, Firehouse Subs have long been a tradition: Once founded by two firefighters in Florida, the company is now part of the RBI Group, which also includes Burger King, among others. Now the fast-food chain is expanding across the pond for the first time and has set up store in the heart of Zurich: the first branch outside the US mainland has opened at Stauffacher. More are in the pipeline.
Salt & Water wins mandate
To ensure that the whole of Zurich gets really hungry for tasty sandwiches, the opening was accompanied by a comprehensive online and OOH campaign. The Zurich-based agency Salz & Water was responsible for this, securing the account after a multi-stage pitch.
Campaign to give pleasure and hunger
What is special about this is that Firehouse Subs is currently undergoing a complete rebranding. Salz & Water therefore worked closely with RBI's internal branding team and was now able to present the world's first campaign in the new look and feel.
"We not only provided communications support for the store opening, but also translated the brand for its successful expansion into Europe. And translated it all into a refreshing, authentic campaign with hyperlocal relevance," says Matthias Kadlubsky, Executive Creative Director at Salz & Water.
Extensive digital campaign with poster eye-catchers
In addition to the usual digital platforms such as Facebook, Instagram, Google Search, YouTube and TikTok, Salz & Water also opted for a (D)OOH media mix at the most important hubs around the Stauffacher - including two special posters.
Responsible at RBI: Ryan Ramseier (General Manager, Firehouse Subs EMEA), Julien Desrez (Senior Director, Head of Marketing, Firehouse Subs International), António Brandão Marques (Chief Brand Officer), Shira Bell (Director, Global Brand Design), Leonor Pais Antunes (Manager), Paula Dignoes (Manager), Fabio Cragnolini (Senior Manager). Responsible at Salt & Water: Frédéric Praplan, Christian Schickler, Matthias Kadlubsky (overall responsibility), Liisa Kivirähk, Hannah Tomlinson, Nadine Federspiel, Mihai Sovaiala, Torsten Maas, Jonas Habermacher, Hendrik Sommerfeld (creation), Emily Swantee, Raffael Gava (consulting & project management). Responsible at Navada: Horatiu Sovaiala (photography & DOP), Mariska van Lavieren (executive producer), Tugba Temel (line producer), Esther Egli (food styling), June Fischer (hair & makeup); Patrick Salonen (post production). Responsible at Outdoor Media: Rick Meier (Partner, GL), Valentina Nuñez (Media Planner), Candida Risi (Key Account Manager).
