Subway has unveiled a new brand platform ‘Keep Discovering’, which follows on from the group previous ‘Stay Picky’, campaign, and aims to “celebrate the brand, drive reappraisal and increase frequency” within the key millennial target audience.

The company said that the new creative direction followed recent research which showed that, whilst consumers understand the customisation of the Subway brand’s offering, they get excited about being offered a range.

To capitalise on this, the new TV creative focuses on heroing a range of iconic bestselling subs; Chicken Teriyaki, Steak & Cheese and the Italian B.M.T. to showcase the wide range of sandwich options available at the group’s stores.

The new £2.5m campaign launches with a 30 second TV advert, on screen from today.

In a first for the brand, a ‘Keep Discovering’ feature-led 50 second cinema ad will be screened nationwide.

The group said that the new strategic vision promotes Subway stores “huge variety of fresh and tasty combinations by encouraging customers to keep discovering what is on offer and to enjoy new combinations”.

Greg Madigan, head of brand for Subway in UK and Ireland, said: “I am delighted to kick off our new brand revitalisation campaign, with a new energy and a choice message that empowers consumers to keep discovering everything that our menu has to offer only at Subway stores.”