Subway has expanded its partnership with Tonic Communications, appointing the agency as its public relations agency of record in Australia following four years of collaboration in New Zealand.
Under the expanded remit, Tonic Communications will lead earned media, strategic communications and experiential campaigns for Subway Australia, extending a relationship that began in New Zealand in 2022.
The appointment marks another milestone in Tonic's Australian growth strategy, following the recent launch of its Brisbane office and the appointment of Amelia Oberhardt as Media and Communications Director. Oberhardt, who previously served as Public Relations and Corporate Social Responsibility Manager for Subway Australia and New Zealand, will oversee the day-to-day management of the account alongside Tonic's trans-Tasman team.
Georgia Coleman, Managing Director of Tonic Communications Australia and New Zealand, said the agency's longstanding relationship with the brand positions it well to support Subway's communications ambitions in Australia.
"We're incredibly proud to be expanding our partnership with Subway into Australia," Coleman said. "Over the past several years we've developed a deep understanding of the brand, its franchise network and the customers at the heart of the business. That foundation allows us to hit the ground running in Australia and create moments that deliver impact from day one."
Coleman added that the expanded remit reflects the strength of the partnership the agency has built with Subway over the past four years.
Tonic Communications has worked with Subway New Zealand since 2022, delivering a range of integrated campaigns and brand activations, including the quick service restaurant chain's 60th anniversary celebrations last year.
Kerrie Hockless, Head of Brand Marketing for Subway Australia and New Zealand, said Tonic had become an integral extension of the brand's marketing team through its work across the New Zealand business.
"Their expertise and deep understanding of both the Australian and New Zealand markets made expanding the partnership an easy decision," Hockless said. "Tonic continue to deliver fresh thinking and strong results, and we're excited about what's next."
The expanded appointment comes as brands increasingly seek agency partners capable of delivering integrated communications strategies across multiple markets. Tonic's trans-Tasman model is expected to provide Subway with greater alignment across its Australian and New Zealand operations while leveraging the agency's growing capabilities in earned media, strategic communications and experiential marketing.
Tonic Communications is part of marketing services group Attivo, whose portfolio includes agencies 303, Mediahub, Farrimond, DNY and Hill Holliday across Australia, New Zealand and the United States.
