From April Fool’s joke to gaming platform: Subway brings back the SubDog

What started as an April Fool’s joke in 2022 has become one of Subway’s most talked-about products, again. The SubDog - a fan favourite - is back on menus in Australia and New Zealand, this time with a marketing twist that takes the QSR brand into gaming.

To mark the launch of its new Loaded SubDog range, Subway has rolled out the Subway Community Hub, ANZ’s first brand-owned competitive gaming platform. Built with Publicis Groupe’s bespoke agency Team Fresh, Player Media and Rival X, the hub lets players compete in EA Sports FC matches, unlock rewards and join country-themed teams inspired by the new flavours: Germany (Original), Mexico (Mexican Loaded) and USA (BBQ Bacon Loaded).

Each team will battle it out for the title of ‘Top Dog’, with challenges hosted by some of Australia’s most popular FIFA and mobile gaming creators. Prizes include Subway vouchers delivered via DoorDash, Steam vouchers, and a grand prize VIP trip to the EA FC Festival in Vietnam.

Rodica Titeica, director of marketing for Subway ANZ, said the campaign was designed to spark community while leaning into cultural relevance.

“We were overwhelmed by the response to the SubDog in 2022 so we’ve challenged ourselves to create a bigger - and what we are confident is - an even better SubDog, that provides exceptional value and taste for our guests,” Titeica said.

“Our goal was to share crave-inducing flavours, build community and make it easy for players to engage. Tapping into new opportunities that push the boundaries of social relevance and innovation is a key focus for Subway, particularly when it comes to targeting Gen Z.”

Suzi Black, client partner at Zenith Australia, said Subway was seizing the attention economy where it lives. “Gaming delivers what brands crave: attention, emotion and community. Subway’s Loaded SubDog range brings flavour to a community that’s already dialled in, not interrupting the experience but facilitating gamers where they play.”

The campaign also shows how QSR brands are moving beyond traditional media by blending food, culture and digital engagement.

Matt Virtue, Rival X CEO, said gaming is no longer just a channel. "It’s a cultural arena where brands can connect with consumers in real time," he said. "With Subway, we’re creating a fully immersive, participatory experience – one that drives deeper engagement and brand recall than passive viewership ever could.”

The first iteration of SubDog became Subway’s most successful new product launch to date and sold out before the campaign ended. The new Loaded SubDog campaign will run until 7 October.