Subway claims to be running out of marketing budget after launching new Meat Stack

Subway unveiled an unusual, low-budget ad to promote its new Meat Stack sub and mint chocolate chip cookie. The 15-second ad begins with a disclaimer that reads “announcement made by an intern within budget.” He then demonstrated the process of creating the ad with a platform that resembles Microsoft PowerPoint, while using basic creative tools.

The post is accompanied by the caption: “We’re keeping this brief. The all new Meat Stack Sub is here! Get yours at your nearest Subway restaurant now.” He also added that Subway didn’t pay an editor, along with a hashtag #LessMarketing4MoreMeat. The post has garnered 90 likes with 12 comments and 22 shares at the time of writing. Netizens showed positive feelings at the announcement, saying they liked it. A Facebook account by the name of “All SGpromo” even offered to be Subway’s editor for free, providing a link to an article he wrote about Subway’s latest Meat Stack Sub.

Meanwhile, Subway created a similar post for its Facebook page in Malaysia. The post featured two images that read “We’re sorry the new Meat Stack ads aren’t a feast for your eyes” and “Having used all our money for more meat in the Meat Stack, we’re out of budget. for marketing”. It also comes with the caption revealing that Subway had to make a choice with its budget. It could either have “fresh meat for a hyper-value sub but poor marketing, or just a typical sub with professionals dictating [its] “Our choice was simple,” the post continued. Subway Malaysia also used tongue-in-cheek hashtags such as “#ImNotPaidEnoughForThis” and “#NoMoneyForHashtag”.

Malaysia’s Subway post also garnered positive reactions, with 206 likes, laughs and likes, as well as 47 shares. The creative agency behind the campaign in both markets is VaynerMedia APAC.

In a statement to Marketing, VJ Anand, executive creative director of VaynerMedia APAC, said the campaign was inspired by the real problem in the advertising industry, where brand and agency budgets have been cut all year. He added that the VaynerMedia APAC team saw that the Subway Meat Stack had a lot of value and meat, and thought that would be an interesting angle to build on: that Subway had put so much meat in the sub that they lacked marketing. budget.

As for the art direction, Anand said he wanted it to be “super lo-fi” (a term for music where imperfections are deliberately shown), and make the campaign look like it was made on a non-creative tool such as presentation software. .

We often joke in the marketing industry about how we could actually advertise using Microsoft Word or PowerPoint documents, or even using Paint and Comics Sans as fonts. We took all those jokes and made them a reality.

“It’s fun, but there really is a reason for it with a product like the Subway Meat Stack,” Anand added.

The campaign also wants to be “real”. The idea that the budget reduces the real value of the product and the way the team always pokes fun at ads without a budget combine so well that it makes the campaign fresh and fun. “Beyond the advertising industry, audiences on social media have also applauded the effort and the idea. I’m glad it gives our partners at Subway a fun and positive buzz on social media.” , said Anand, adding that the VaynerMedia APAC team aims to give each brand partner some buzz and connection with today’s audiences by harnessing relevant information.

“We are happy that in 24 hours we are already achieving so much success with our first campaign with Subway. We are also happy that in these difficult times we have partners such as Subway who fully trust the VaynerMedia team. APAC. to deliver content and campaigns that resonate with their audience. We really want to impact their business using our insights, strategy, platform knowledge and creative left-wing thinking,” he said. -he adds.

Join us for a week-long journey to PR Asia 2020 as we delve into topics such as diversity, cancel culture, the future of PR, PR with a purpose and many more from December 8 to 11. register here!

Related Articles:
Subway Malaysia makes foray into esports with sponsorship from MyGameOn
VaynerMedia hires ex-SPRG chief commercial officer to head customer services
VaynerMedia APAC secure amid global restructuring, 5% of staff impacted