# QSR Mascot-Themed Ads Subway's 'Above & Beyond' Campaign Encourages Customers to Customize Orders By Grace Mahas | Published 2019-07-19 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/above-beyond References: [campaignlive](https://www.campaignlive.co.uk/article/subway-starts-food-fight-first-spot-above-beyond/1591091) & [subway](https://www.subway.com/en-US?ssss) [Subway's](https://www.trendhunter.com/trends/sandwich-billboard) new rebrand was recently launched with its 'Make it what you want' by Above & Beyond campaign. The campaign features a video beginning with a selection of vegetables but suddenly has a car smash on the set which provokes fights by the restaurant's competitor's fast-food mascots. The mascots resemble Ronald, Colonel Sanders, and [Burger King](https://www.trendhunter.com/trends/burger-kings-new-campaign), who are fighting against giving consumers "this much choice." The 'Make it what you want' campaign highlights the amount of customization Subway's revamped menu gives customers as part of the brand's new "Fresh forward" design. The new campaign video was directed by Michael Clowater through [Smuggler](https://www.trendhunter.com/trends/periodic-fable) and will appear on ads on television, online, cinema, radio, digital, print, outdoor, social media and in-store. ## Trend Insights (Trend Hunter) - Score: 1.8/10 - Popularity: 9% | Activity: 37% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Customization Marketing:** The Above & Beyond campaign highlights Subway's revamped menu customization options, showing a trend towards personalized product offerings. - **Brand Mascot Ads:** The Above & Beyond campaign's fast-food mascot characters could be the start of a trend in branding humor for the QSR industry. - **Omnichannel Advertising:** Subway's Above & Beyond campaign is making use of various advertising channels, demonstrating a trend towards utilizing multiple platforms in marketing efforts. ### Where This Applies - **QSR Industry:** The Above & Beyond campaign showcases innovative marketing strategies for the QSR industry, such as personalized menus and creative branding tactics. - **Advertising Industry:** The Above & Beyond campaign demonstrates the potential for creative and engaging advertising trends across various platforms, opening up innovation opportunities for marketers. - **Restaurant Industry:** The Above & Beyond campaign highlights the increasing importance of customer choice and personalization in the restaurant industry, showing potential for further disruptive innovation in this space. ## Related on Trend Hunter - [Interactive Sandwich Billboards](https://www.trendhunter.com/trends/sandwich-billboard.md) - [Restaurant Brand Refreshes](https://www.trendhunter.com/trends/eat-fresh-refresh1.md) - [Premium QSR Deli Sandwiches](https://www.trendhunter.com/trends/deli-heroes.md) - [QSR Blimp Restaurant Experiences](https://www.trendhunter.com/trends/subway-in-the-sky-promotion.md) - [Made-to-Order Burger Ads](https://www.trendhunter.com/trends/burger-kings-advertisements.md) - [Expanded Sandwich Topping Selections](https://www.trendhunter.com/trends/subkrunch.md) - [QSR Holiday Windows](https://www.trendhunter.com/trends/secret-sandwich-elves.md) - [QSR Sandwich Shop Streetwear](https://www.trendhunter.com/trends/subway-3.md) - [Health-Themed QSR Menu Campaigns](https://www.trendhunter.com/trends/arbys-new-year-same-you.md)