Subway – It’s 100% tuna


Agency: MSL

It started with a claim that Subway’s tuna wasn’t fish. A fishy lawsuit which quickly received coast to coast coverage in the USA due to the sensational headlines as sub editors had a field day. Twenty-four hours later, the news swam to the UK and beyond. This was the start of a tail which was flipped on its head as Subway fought back with a fierce, creative, proactively-reactive response that culminated in a national above the line campaign, journalists rewriting headlines and the highest liked social post in Subway UK’s history.