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Equally Delicious Balls for All
RAN IN: UK
Louise Wardle, VP Marketing
Zaid Al-Zaidy, CEO
Jordan Dale, Acting Creative Director
Tom Bedwell, MD
This case shows it paid for Subway to take a meaty approach to Veganuary. The initial ambition was to launch new Meatless Meatballs, but as only 2% of the UK is vegan, we also wanted to drive sales of original Meatballs. Yes, during Veganuary. Vegan creations are often criticized for taste, so to drive sales of both, our strategic idea was Equally Delicious Balls for All. A ‘Balls Up’ moment of confusion during a live tasting event landed the idea perfectly. Year on year sales rose sharply for both Meat and Meatless Meatballs (vs Subway’s previous vegan product).