Subway will introduce its first ever seasonal sub to consumers in the UK, supported by marketing activity that includes a collaboration with music streaming service Spotify.
The Festive Feast sub will be available until 27 December and contains turkey breast, pork sausage, streaky bacon, cranberry sauce and a choice of fresh salad. The brand is seeking to exploit the popularity of festive sandwiches with an offering that can be completely customised to the consumer’s tastes.
Subway will also offer people the chance to add cranberry sauce to other subs.
The chain will partner with Spotify to create a Christmas playlist that includes classic tracks, party favourites and some ‘surprise covers’, it said. The collaboration extends Subway’s relationship with music, after it launched a campaign with Pepsi’s Spire machine, technology company Blippar and grime artist Stormzy to bring a consumer competition in store.
Subway UK and Ireland marketing director Sacha Clark said: “It’s been a long time coming and we are extremely excited to be celebrating the season with our customers in this way. Our first festive sandwich is a deliciously meaty treat that contains all the goodness you’d expect to enjoy at this time of year in one sub.
“Subway stores are all about discovery and choice, and people will be able to tailor the Festive Feast to suit their tastes, which sets us apart from the other seasonal sandwiches.”
To support the launch of its new sub, Subway will also roll out a cross-channel activation including TV, out-of-home, cinema, digital and press activity, as well as video on-demand to target a core audience of ‘on-the-go consumers’ between the ages of 18 and 34.
The campaign will feature a new TV spot created by McCann London, launching today, featuring an embarrassed young woman walking into a Subway store the day after her office festive party. Her embarrassment is heightened when she spots her colleagues in the store, but instead of leaving orders a Festive Feast sub.
The ad is part of Subway’s Keep Discovering brand platform, which launched earlier in the year.
The Festive Feast will retail for £4 for a six-inch sub with drink.
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