Penn Station East Coast Subs

If you want an upscale meal, this ain't it. Penn Station has built a reputation on serving up hearty subs and entire spuds that are as messy as they are mouthwatering. My initial role for this project came on the pitch team. We utilized strategic brand insights to develop an over-the-top, completely disorienting experience that blew our clients away and won the business. Ask me about it sometime.

 

The client then tasked us with boosting their presence and solidifying their position via a creative campaign that encompassed environmental activations and traditional, digital, and social media. We used mouthwatering photography to showcase the food in all its indulgent glory and created video ads that evoked the full sensory experience of a visit to Penn Station. As the content strategist and lead copywriter on the project, I developed in-your-face messaging that not only gave permission, but practically dared diners to take on one of Penn Station's gooey, gargantuan subs. As a result, Penn Station saw a double-digit percentage increase in engagement rates month-to-month on social, while total reactions, comments and shares more than doubled. Delicious.