From Canada to Quebec: Adapting Subway's Social Voice

TMO was tasked with adapting Subway Canada's organic social media strategy for the Quebec market. The challenge went beyond translation—it required culturally adapting the "Witty Wingmate" brand persona to resonate with francophone audiences while maintaining the core strategic pillars: menu craveability, active lifestyle content, cultural relevance, and brand loyalty initiatives. Our mandate included localizing content across Instagram and TikTok, ensuring the playful, quick-witted tone translated authentically into Quebec French, and identifying local cultural moments and trends to drive engagement. The goal: position Subway Quebec as the exhilarating, craveable escape that makes Quebecers feel good—on their own terms.