Subway Announces New Football Marketing Campaign
The SUBWAY® brand announced today that the well-loved Chipotle Chicken Melt will be back on the menu due to popular demand, as part of the SUBWAY £3 LUNCH™ offer*, available in-store for a limited time from 2nd March. Available as a Sub, flatbread or salad, the Chipotle Chicken Melt campaign ties perfectly with the SUBWAY® brand’s core ethos of ‘Staying Picky’, which encourages customers to enjoy their lunch just the way they like it.
The Chipotle Chicken Melt campaign will be supported by a heavy weight, cross-channel campaign, launching with a new 30 second TV advert, on screen from 16th March.
In line with the ‘Stay Picky’ platform, the tongue-in-cheek advert features a man meticulously arranging the inside of his car, before panning out to reveal his heavily pregnant partner in the passenger seat, on the verge of giving birth. The advert concludes that in some circumstances you can’t afford to be picky, but with the SUBWAY £3 LUNCH™, customers can.
From 2nd March, the SUBWAY® brand took over the 11am spot on Newslink radio, resulting in exposure across all commercial radio stations. A robust outdoor advertising campaign, refreshed in-store creative, cinema advertising, national press and Youtube presence will also bolster the activity.
Earlier this month, the SUBWAY® brand launched the Breakfast Bounceback campaign, which encourages customers to return to stores and take advantage of the brand’s delicious, great value breakfast selection. With one in three consumers now eating breakfast on the go,1 the new campaign aims to remind consumers to consider SUBWAY® stores as a great value option.
During the campaign period, participating SUBWAY® stores will distribute a breakfast bounce back voucher, allowing customers to redeem the indulgent Mega Melt Sub. The Mega Melt Sub includes Beechwood Smoked Back Bacon**, pork sausage, and free range egg, all topped with melted cheese, redeemable for only £1.50 before 11am. SUBCARD® customers will benefit from an extra 100 points on their first purchase, when they redeem the offer in-store. Vouchers have been distributed from 9th March, continuing until 5th April, and customers can redeem their voucher until 26th April.
The Breakfast Bounceback campaign will be supported with engaging content across the brand’s social media channels, using the hashtag #FindTheFuel to encourage people to get over their daily energy slumps by taking advantage of the breakfast offer.
Commenting on the activity, Manaaz Akhtar, Regional Marketing Director for the SUBWAY® brand said: “The Chipotle Chicken Melt was a big hit with customers when we introduced it as a guest Sub last year, so we were keen to respond to the social media demand to bring it back. Reviving this product as a Sub, flatbread and salad extends the range of options available and makes it easier for customers to ‘Stay Picky’ when choosing a tasty lunch on-the-go. Our breakfast bounceback deal also allows us to capitalise on footfall in-store at the lunchtime peak, to highlight our value breakfast offering and hero the Mega Melt Sub to existing customers.”
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