2009 GOLD

DAVID VS. GOLIATH

A SUB CHAIN FACING AN UPHILL BATTLE

ERBERT & GERBERT'S SUBS & CLUBS, ERBERT & GERBERT'S FRANCHISE SYSTEMS

Veronica Miller-Deutsch, Mktg. Mgr.
Eric Wolfe, CEO

COLLE+MCVOY

Mike Caguin, Group Creative Dir.
Dustin Black, Art Dir.
John Neerland, Copywriter
Sarah Townes, Acct. Dir.
Jenny Stoltenow, Sr. Acct. Exec.
John Frahm, Asst. Acct. Exec.
Christine Fruechte, Pres.-CEO
Ed Bennett, Design Dir.

Erbert & Gerbert's, a regional 46-store sub chain, was outmatched and outspent by marketing behemoths such as Subway. E&G faced a difficult position -- evolve or starve. With a fresh brand experience, E&G focused its limited marketing dollars on the emerging millennial market and let earned media take care of the rest. More than 3 million online impressions, thousands of blog postings and national spotlight attention increased E&G system-wide store sales in a declining industry and created a new generation of loyal customers.