Subway has launched a new brand campaign with the tagline ‘Stay Picky’.

The fast food sandwich chain is encouraging customers to embrace their pickiness and tastes, to highlight the way each Subway sandwich can be tailored to the customer.

This is part of a multi-million pound investment by the brand as part of the My Sub, My Way platform.

Along with updated in-store branding, the ‘Stay Picky’ campaign will be supported by cross-channel advertising, including print advertising in key commuter and tabloid titles including Metro.

Roger Cusa, head of marketing for the Subway brand in the UK and Ireland, said: “We want to encourage our customers to embrace their picky side, and take control of their food.

“This new ‘Stay Picky’ campaign really highlights the key uniqueness that Subway stores offers to our customers. With our fresh ingredients to personalise their subs, flatbreads and salads, we really are the go-to place to get picky.”