Sssso Cheap...

Creative idea

Subway turned the negative perception of being “expensive” into a bold, ownable cultural idea by embracing the opposite: “Sssso Cheap.” Instead of hiding affordability, the campaign exaggerated it with humorously low-budget aesthetics, ironic tone, and playful influencer collaborations. Every execution—from billboards to digital—looked intentionally cheap, aligning perfectly with the reduced prices. This self-aware, tongue-in-cheek approach reframed Subway as not only affordable but also culturally relevant, making price the brand’s new strategic identity rather than just a promotion.

Brand name: Subway
Advertiser / client: Subway
Product / service: Subway Sandwiches
Campaign name: Sssso Cheap...
Agency network: INDEPENDENT AGENCY
Agency: Kraken, Tbilisi
Agency chief executive officer: Vera Tokhadze
Creative director: Giorgi Kontuadze
Copywriter: Jumber Gamarjobashvili, Dranga Menabde
Additional company: Project Manager - Gvantsa Gurgenidze