Honouring history with heart - Aruga Subway Anzac Biscuit

Sharing Subway and RSL Australia’s recipe for a perfect partnership

Subway® Australia partnered with the nation’s leading veteran support organisation, RSL Australia, to commemorate ANZAC Day with a limited-edition Anzac biscuit – a nostalgic treat with purpose.

More than just a delicious new addition to the menu, the sweet treat gave back to veterans and their families, with Subway donating $100,000 to support RSL Australia’s vital programs.

Aruga supported the campaign through a targeted PR approach that spotlighted Subway’s commitment to meaningful partnerships and community connection.

We secured 66 pieces of media coverage across trusted national titles, including news.com.au and The Project, resulting in the biscuits selling out across Australia.

Influencer engagement further amplified the campaign with authentic reviews, demonstrating the power of trusted content creators to complement media relations and drive cultural relevance.

This campaign was a standout example of how strong storytelling, genuine partnerships and earned media can come together to create impact with purpose. 

Deliverables

Media Relations

Delivering a targeted media strategy, Aruga secured editorial coverage across Australia to spotlight Subway’s Anzac Day partnership and raise awareness of its support for veterans and their families.

Content Production

Anticipating media interest, Aruga organised a proactive photoshoot with a News Corp photographer, capturing media-ready imagery that was widely distributed and instrumental in securing coverage.

Winning tactics

Aruga leveraged our in-depth knowledge of national media cycles and cultural moments to strategically time outreach around ANZAC Day, ensuring Subway’s limited-edition biscuit reached its target audience when relevance was at its highest.

Aruga’s longstanding relationship with foodie influencer Russ Eats resulted in organic social content that effectively amplified the campaign message naturally, without requiring formal engagement.

Aruga’s strong connections with lifestyle and national news outlets secured 66 earned media hits across Australia, elevating Subway’s genuine community credentials and contributing to brand awareness.