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Subway
Equally Delicious Balls for All
RAN IN: UK
CLIENT
Subway
Louise Wardle, VP Marketing
AGENCY
Zaid Al-Zaidy, CEO
Jordan Dale, Acting Creative Director
Tom Bedwell, MD
SUMMARY
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).
CASE VIDEO
Language: English
