Subway Switches to Metric—With a Wink

Fresh off a leap from 14th to 5th place on the 2025 Strategy Report Card, Dentsu Creative Canada has unveiled a playful new Subway Canada campaign that swaps imperial for metric. The limited-time lineup features 15.24 cm Canadian Classics, each priced at $5.99.

Subway has long been known for its 6-inch and footlong subs, but this playful reframe replaces imperial with metric, tapping into a very Canadian sense of humour and delivering Subway’s value story with a wink. 

"Canadians have such a well-calibrated sense of humour about ourselves and our neighbours to the south, so the tone of this campaign hit the sweet spot." 
Raj Gupta, Group Creative Director of Denstu Creative Canada

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The integrated “Ditch the Inch” platform was designed to spark conversation, reinforce Subway’s place in Canadian culture, and highlight unbeatable value at a time when consumers are especially value-conscious.

“We found a timely way of reinforcing a distinctly Subway brand ordering experience, while communicating value messaging with a wink.”
Denny Downie, Head of Marketing for Subway Canada

Agency partners: Dentsu Creative Canada (Creative), Carat (Media), DonerNorth (Organic Social), and Veritas Communications (PR).

With a 15.24-centimetre wink, Dentsu proves that a simple unit switch can measure up to big creative impact.