Benedict Advertising was recently awarded the 2011 Agency Excellence Award from Coca-Cola for creating and executing a partnership with SUBWAY restaurants and world-famous artist Guy Harvey. The campaign focused on the Guy Harvey Ocean Foundation‘s theme of “Save Our Gulf”, an initiative to raise awareness and money to study the effects of the BP oil spill on fisheries in the Gulf of Mexico.
Guy Harvey created a new custom design for this campaign. The artwork wrapped around a 32-ounce collectible cup, which was only available at participating SUBWAY restaurants. In addition, “Save Our Gulf” PSAs were created for both TV and radio and were distributed to broadcasters in Gulf states that were affected by the oil spill.
At the store level, SUBWAY employees wore t-shirts based on the Guy Harvey design, and posters featuring the design were placed in strategic locations in each restaurant. SUBWAY received valuable press for the in-store promotion and sales of Coca-Cola products increased significantly at participation locations. Most importantly, the GHOF was able to raise a significant amount of money, which went immediately to organizations that were directly involved in important marine science studies in the Gulf.
Congratulations to Michael Benedict and the team at Benedict Advertising for leading the charge in this promotion, and a huge thanks to participating SUBWAY restaurants for partnering with the GHOF in this important endeavor. Most of all, thanks to all the loyal and giving Guy Harvey fans who supported this campaign by visiting a participating SUBWAY locations and purchasing a GHOF collectible cup.