King’s Day in the Netherlands is a celebration of the royal family and all things orange, as per the Oranje-Nassau family name. In 2023, this celebration took place on April 27th, with the country enjoying a bank holiday and lining the streets of Amsterdam, adorned in orange clothes and accessories to symbolise the occasion.
To commemorate King’s Day this year, sandwich restaurant Subway took to the canals of Amsterdam to deliver its signature food in a totally unique way. The ‘Royal Submarine’ proved to be an ingenious way to order and deliver food while avoiding crowds on one of the city’s busiest days of the year. Pairing the campaign with a teaser showing the (lookalike) King Willem-Alexander and Queen Máxima boarding a Royal Submarine earlier in the week, the anticipated launch was shared across social media. On the day, people in the city could show their patriotism by ordering orange sandwich toppings and taking a trip on the canals in the signature green submarines.
Client: Subway
Concept: Fitzroy
Brand Experience Production: Raúl&Rigel
