Brief Description: Subway is a US sandwich chain that sells ‘Subs’. This paper outlines how an existing promotional offer was transformed into a successful brand building promotion with a fully integrated marketing campaign. The actual product, the submarine shaped roll, didn’t change, but it was repositioned, re-branded as a ‘sub’ and re-launched. The regional trial became a successful national campaign that went on to be a global proposition. In the first regional test an investment of £400,000 over 11 weeks yielded an uplift of same-store sales of 12% year on year and 12% ROI. A year later, the test region return increased to 30%.; ---(TAGS)--- Full Title: Subway - 'On a roll': How the regional trial of a repositioned and re-branded existing product for UK sandwich chain Subway led to a fully integrated global communications success story; Number: 2007/38; Brand: Subway; Client: Subway / Doctor's Associates Inc; Product Category: Entertainment & Leisure (Restaurants/caf?s inc. takeaway outlets, coffee shops); Agency: Frame Agency, MediaCom Scotland; Author: Gillian McGhee - Frame (principal author), Debbie Kiely - Mediacom Scotland (contributing author), Nikki Gilmour - Mediacom Scotland (contributing author), Merry Baskin - Baskin Shark (contributing author); Prize Winners: Bronze (Adworks ref: Advertising Works 16 Summary)