Driving 2.1M Organic Views and a 6.44% Engagement Rate for Subway’s Hot Honey Launch

Driving 2.1M Organic Views and a 6.44% Engagement Rate for Subway’s Hot Honey Launch

Fabulate’s creator-led strategy delivered 2.1M organic views and a 6.44% average engagement rate for Subway’s Hot Honey Chicken range.

The Business Challenge

Subway was launching its new Hot Honey Chicken LTO range and needed to cut through in a crowded fast food landscape. The brief was twofold: build awareness and trial of the new flavour, while also reigniting value perceptions through combo offers.

The campaign needed to feel bold, craveable, and emotionally engaging, designed to drive foot traffic and repeat visits among younger, social first audiences.

The Insight

Gen Z and Millennial Australians discover new food through social feeds, not traditional ads. They are driven by flavour hype, visual payoff, and content that feels native to the platform.

To spark trial, the content needed to look and feel like something you’d save, share, or send to a mate. Real reactions, close up food shots, and creators who understand how to build crave in seconds.

The Execution

Fabulate partnered Subway with a mix of food and lifestyle creators who know how to stop the scroll and sell flavour without sounding like an ad.

Creators brought the Hot Honey Chicken range to life through bold, crave led UGC, spotlighting the sweet heat flavour profile and value driven combos in a way that felt natural and social first. Content was designed to be visually punchy, high energy, and instantly recognisable in feed, driving both awareness and engagement at scale.

The result was content that felt organic, shareable, and built for discovery, helping position the Hot Honey range as a must try LTO.

The Results

• 2.1M total organic video views, driving strong awareness at scale
  
  
• 6.44% average organic engagement rate, outperforming typical organic benchmarks
  
  
• 131K+ total likes, signalling strong crave appeal
  
  
• 18.7K favourites, indicating save worthy content
  
  
• 1.9K shares, extending reach organically
  
  
• 1.1K comments, driving conversation and social proof
  
  

The campaign successfully turned flavour hype into social momentum, using creator led UGC to make Subway’s Hot Honey Chicken range feel unmissable for Gen Z and Millennial Aussies.

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