ThunderCloud Celebrates 50 Years with a Sub-Sized Media Moment
ThunderCloud
The Challenge
With ThunderCloud Subs celebrating its 50th anniversary in 2025, the brand partnered with Hahn to identify creative, low-lift ways to build early momentum and re-engage its fan base ahead of larger campaigns planned throughout the year. National Submarine Day, a holiday traditionally dedicated to naval vessels, offered an unexpected but perfectly on-brand opportunity to playfully honor ThunderCloud’s roots as Austin’s original sub shop.
The goal was to create a mini-campaign that would generate buzz, reintroduce the brand’s legacy in a fun, sharable way, and test fresh engagement tactics by proving that even non-food holidays can be powerful moments for food and beverage brands when paired with strategic storytelling and cultural relevance.
The Solution
Hahn developed a multi-channel earned and social campaign that leaned into ThunderCloud’s signature playful tone:
- Crafted and issued a branded press release positioning ThunderCloud as a Central Texas icon serving 50 years of flavor and community.
- Posted teaser content featuring meme-style engagement to spark curiosity.
- Launched a campaign post on National Submarine Day with a custom video, nautical puns, and a CTA inviting fans to share their favorite subs.
- Secured local and trade media coverage through a targeted earned media push, reinforcing ThunderCloud’s longevity and local impact.
- Online coverage secured in QSR Magazine and MySA and broadcast coverage secured on KXAN.
