The SUBWAY® brand announced today a range of activities aimed at driving traffic into stores during the Q1 period. This includes the return of the popular Big Beef & Chorizo Melt Sub as part of the SUBWAY £3 LUNCH™ offer, and the new premium focus on Steak & Cheese Sub and Steak & Bacon Melt. As a further traffic driving incentive, the brand is launching its most rewarding SUBCARD® loyalty scheme competition.
This drive builds on the SUBWAY® brand’s hugely successful ‘Stay Picky’ campaign that dominated the media in 2015. In 2016, this activity will be supported by a heavy weight, mobile led cross-channel campaign. It launches with a new 20 second TV advert, on screen from 6th January 2016.
The tongue-in-cheek TV advert features a hitchhiker’s journey where he has no choice but to accept a lift from a person dressed up as a human sized fluffy white rabbit.
As the hitchhiker reluctantly embarks on his journey with his unusual companion the advert explains that meanwhile at SUBWAY® stores all customers can afford to ‘Stay Picky’ for just £3; heroing the Big Beef and Chorizo Melt and a drink* offer.
A comprehensive mobile campaign will push targeted adverts direct to consumers. This takes into account potential customers’ proximity to SUBWAY® stores and user behaviour, to determine how regularly they eat ‘food on the go’.
From January until March, the SUBWAY® brand will also take over the 11am spot on Newslink radio, resulting in huge exposure across all commercial radio stations. A robust outdoor campaign, national press and video on demand support will also bolster the activity.
Commenting on the activity, Roger Cusa, Head of Marketing for the SUBWAY® brand in UK and Ireland, said: “2016 will build on the momentum of last year’s campaign and marks the second chapter of the SUBWAY® brand’s ‘Stay Picky’ campaign. Driving customers to embrace ‘staying picky’, this campaign reinforces that customers don’t have to compromise on quality, choice and taste when choosing their favourite Subs on-the-go. Re-introducing the well-loved Big Beef & Chorizo Melt and adding our new Premium Subs to the menu brings the SUBWAY® brand’s ‘Stay Picky’ ethos to life.”
