Never under estimate the simplicity of value.

Subway have delivered one of the standout campaigns of the US downturn.

The $5 footlong.

The $5 footlong campaign has blown it's competitors out of the water in the US fast food market. 

The idea is simple, easy to say, attractive and didn't come from the hallowed halls of a marketing giant.

The idea came from a Miami franchise owner who was thinking about how to lift sales on the weekend. He tried it, it worked and after much discussion the little weekend sales idea from Miami turned into a national campaign.

Great value wins.  Subway have seen a 17% rise in sales during the GFC.  Not only that, Subway are forecast to overtake McDonalds in the total number of  store locations early next year.

Never under estimate the simplicity of value.

Read the Business Week article here: http://www.businessweek.com/magazine/content/09_46/b4155058815908.htm