Independent earned and social creative agency alt/shift/ has delivered the Australian launch campaign for Firehouse Subs, the sandwich chain known for its firefighter-founded heritage and subs, bringing the brand to market across earned, owned and paid channels. The integrated campaign spanned an influencer tasting event ahead of launch, CBD brand activation, in-store experiences and a grand opening activation, alongside content creation and the establishment of Firehouse Subs’ local social channels. “Bringing Firehouse Subs to Australia is a significant milestone for the brand, and we needed a partner who understood both the local market and how to introduce something genuinely new to it. alt/shift/’s work across earned, social and paid gave us a launch that felt considered from day one,” said Firehouse Subs executive chairman of the Board Peter George. The Firehouse Subs launch adds to alt/shift/’s growing portfolio of brand launches and integrated campaign work across its Brisbane, Sydney and Melbourne offices.