Subway puts its best footlong forward with a cheeky new ad
It’s no secret that sandwich giant Subway has copped its fair share of criticism over the size and value of its famous subs.
And while it has addressed issues with its faux-footlongs in the past, the company has opted for a bolder approach with its latest marketing strategy.
In a series of billboards being rolled out across Australia, Subway has taken a stand against its naysayers and competitors, releasing an image of its iconic footlongs alongside three familiar burgers with the caption “Yep, our footlongs are really that big.”
The burgers haven’t been formally identified, but anyone who’s so much as stepped into a Maccas would have no trouble recognising the chain’s signature burger, the Big Mac. Additionally, the campaign seems to have included the most popular burgers from the likes of KFC and Hungry Jacks as well.
As to why Subway have taken this new approach, Australia and New Zealand’s head of marketing, Rodica Titeica, referenced the cost of living crisis striking people across both regions, noting that “with cost-of-living pressures increasing, we know just how important ‘value for money’ is to Aussies.
“That’s why the iconic Subway footlong continues to represent indisputable value that is not only convenient but also a guilt-free, better-for-you food option.”
Typically, Subway’s ‘meatball melt’ sandwich comes in at just under $15. Meanwhile, a single Big Mac sits at around the $7.50 price mark.
This isn’t the first daring campaign that the company has tried, having recently joined forces with Smith’s chips for three new flavours inspired by Subway’s sandwiches.
Fan favourites won out, seeing the likes of ‘Crinkle Chicken Teriyaki Sub’, ‘Crinkle Meatball Sub’, and ‘Crinkle Pizza Sub’ hit supermarket shelves across Australia.
And in 2022, Subway dipped into the bustling billboard realm with an interactive 3D sign in London, England. This one left its competitors alone, instead allowing audiences to create their very own sandwich on the screen.
Scattered throughout the crowd at the 2022 display were Subway ambassadors, who were hard at work delivering people their deliciously unique creations.
“Embracing new technologies and pioneering ways to interact with audiences is always exciting,” said Dom Goldman, Chief Creative Officer of the company who created the campaign, Above+Beyond. “We’ve seen many great 3D billboards, but creating a fully interactive screen with fulfilment baked in is a first.”
“This is a first in marketing, trying to find new ways to reach Subway fans and give them a chance to enjoy their Sub just the way they want,” Head of Marketing for Subway UK & Ireland Angie Gosal explained, “Subway always puts customers first and this campaign is another example of this.”
Images: Shutterstock