Subway Wishes You a ‘Merry Cookiemas’ in New Christmas Campaign

“We’ve injected Elfie with that undeniable lead-character-energy, channelling the cool confidence of Lara Croft and the inspirational grit of Sam Kerr.”



Subway ANZ


Publicis Brisbane

Global fast food chain Subway ANZ has launched its 2023 Christmas campaign. In line with Jolly St. Nick’s favorite snack, the campaign centers on the brand’s ionic cookies with an action-packed campaign film starring Subway’s festive heroine, Elfie.

Created by Subway ANZ’s integrated agency collective ‘Team Fresh’, the ‘Cookiemas’ campaign aims to build brand connection and fame for the Subway cookie.\\\

“Each year, Subway sells more than 50 million cookies across Australia and New Zealand, which means, in many respects, we’re as much a cookie shop as we are a sandwich shop,” said Subway’s director of marketing for Australia and New Zealand, Rodica Titeica.


“The equity and brand love we’ve built in our cookies as a category alone is something to celebrate and we’re proud to be putting them centre stage once again this Christmas.

Publicis Worldwide executive creative director Ryan Petie said the 2023 “cookie heist” TVC revealed a cheekier, more confident Elfie.

“Elfie has become such a well-loved character within the Subway universe and this year we wanted to really up the ante in terms of her personal agency,” he said.


“We’ve injected Elfie with that undeniable lead-character-energy, channelling the cool confidence of Lara Croft and the inspirational grit of Sam Kerr to show just how far Elfie will go to get her hands on the most soft and deliciously gooey Christmas cookie.”

The ‘Team Fresh’ integrated agency collective comprises Publicis Worldwide Brisbane (creative), Zenith (media), Haeday (retail performance), and Aruga (PR).


Subway ANZ
Director of Marketing: Rodica Titeica
Marketing Manager: Luciana Vorkas
Assistant Marketing Manager: Zoe Stuart
Public Relations Manager: Adrienne Steiner

Creative Agency: Publicis Brisbane
Executive Creative Director: Ryan Petie
Creative Director: David Schaak
Executive Production Director: Vicki Lee
Strategy Director: Mike Redfern

Media Agency: Zenith
Chief Client Officer: Kate Lippett
Client Partner: Sharon Clarke
Business Director: Emma Batch
Account Managers: Jessica Scott & Samantha Yourell

PR Agency: Aruga
Senior Account Director: Inga Tracey
Senior Account Manager: Claudia Ferne
Activations Director: Kirsty Adams

Retail Performance Agency: Haeday
Managing Director: Rachael Hockaday
Account Director: Christine Perrett

Director/Creative Director: Zenon Kohler
Director/Animation Director: Ian Anderson

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