Subway Unites Christmas Characters Through Festive Flavours

​Dentsu Creative Canada is spreading holiday cheer with its latest national campaign for Subway® Canada, ‘Festive Flavours We Can All Agree On.’

As the temperature drops and the holiday season approaches, Subway has introduced its Festive Faves Meal, featuring turkey, stuffing, and gravy, paired with two Turtle Cookies, a playful nod to the cherished tradition of turning holiday leftovers into the perfect next-day sandwich.

Developed by Dentsu Creative Canada, the campaign taps into the insight that during the holidays, Canadians set aside their differences and come together around what matters most: good food and good company.

Through humorous, cinematic storytelling, the campaign brings this message to life with a modern, cultural twist. From Scrooge sharing a meal with the ghosts of holidays past, present, and future to a cheery Elf finding common ground with a stoic Goth, each vignette celebrates connection and shared joy.

“We’ve been building great momentum leaning into culture in our marketing communications of late - and this campaign is yet another example of that,” said Denny Downie, head of marketing at Subway Canada. “To launch our latest menu innovation we got into the holiday spirit by bringing unlikely characters together - united by holiday flavours everyone can agree on: turkey, stuffing and gravy.”

A highlight of the campaign is the custom-illustrated holiday wrapper, designed by Dentsu Creative’s in-house team. The design features a whimsical winter wonderland filled with playful characters and festive details, appearing across 3,000+ Subway locations on sandwich wrappers, cookie bags, take-out bags, gift cards, and in-store materials.

“We wanted to bring a smile to guests' faces even before they took a bite of their sandwich this holiday season,” says Ari Elkouby, chief creative officer at Dentsu Creative Canada. “The winter wonderland motif features charming, irreverent moments that place Subway at the centre of the fun.”

The 360° campaign spans broadcast, social media, radio, and in-store activations, including a gift card promotion offering a free Footlong sandwich with every $50 in Subway gift card purchases.

The creative was handled by Dentsu Creative Canada, with media handled by Carat, earned media by Veritas Communications and organic social by Donner North.