Subway® Cuts Marketing Budget to Release New Meat Stack Sub

MANILA, October 9, 2020 – From October 5, 2020 for January 5, 2021, Subway® will provide customers with a fully loaded Subway Meat Sub worth every peso! With layers of chicken strips, pepperoni, sliced ​​chicken and salami, the new Meat Stack Sub will be the perfect choice for meat lovers or anyone with a hearty appetite to indulge.

But this new menu comes at a cost for the international brand of submarine sandwiches.

Subway leaked by its Facebook page that they were “sandwiched” in their budget plans this year, as they were left with two options. It was either to provide more meat to their submarines or more budget for marketing?

For Subway, the answer was obviously simple. Subway wanted to provide a hypervalue sub (which is a type of sandwich made from a cylindrical bun split lengthwise) with fresh meat, even with the limited marketing budget they have.

MORE MEAT, LESS MARKETING

Subway launched the “more meat, less” marketing campaign with its low-budget ad to promote its new menu. The ad is 15 seconds long and greets its viewers by stating that their “ad was made by a budget intern.”

He then demonstrated the process of creating the ad using software similar to Microsoft Powerpoint.

Subway even revealed that they didn’t pay a copywriter to make this happen. And added hashtags like #LessMarketing4MoreMeat to get the word out about their reduced marketing budget.

THE NEW MEAT STACK SUB

Subway sends a clear message and that is that they have chosen to provide more budget to add more meat to their subs than their marketing campaigns. And they threw in a good deal of their delicious chocolate chip cookie for just PHP20 in addition.

For dine-in and take-out, customers can choose between the 6-inch Ala card for Php165. Or go for the 6 inch sub combo with a 16 oz drink for Php190. And if they really want a complete and appetizing experience, customers can choose the Footlong Ala Carte which is php320.

Subway also offers customers the opportunity to taste their full menu from the comfort of their home and office with just a small additional price for its delivery through the Grab app and LalaFood. And delivery prices vary depending on the customer’s location.

The 6-inch Ala card will be priced at PHP 206.25. The 6 inch Combo Sub with a 16 oz drink at Php237.50. The Footlong Ala Map to PHP400 and for the extra chocolate chip cookie will cost PHP25.

You can also check out their 250 Combined offer which is a 6 inch meat stack a la carte plus a 6 inch Smoked chicken for the price of PHP250.

SUBWAY ALLOWS TRANSPARENT TRANSACTION WITH “BOTTY” VIA MESSENGER

SUBWAY’s Useful AI for Takeout Orders on Messenger, “BOTTY”

Subway also enables and practices seamless transactions with their helpful chatbot “BOTTY” via Messenger. Subway eliminates the frustration of waiting in line for your meals and dramatically reduces wait times. It’s totally convenient and easy to use BOTTY via Messenger because it works in 3 simple steps: Ordered, Payand Collect!

Once customers have decided what they will have, BOTTY via Messenger will provide them with a summary of their orders and the total amount to be paid.

BOTTY via Messenger will provide customers with an order number and keep them informed of the status of their transaction. BOTTY will then alert them when their order is ready to be picked up. Just provide payment and you’re good to go.

SUBWAY AGENCIES IN LUZON

The New Meat Stack Sub is only available for the 29 Metro branches in Luzon. Although Subway branches in RCBC Square, Festival malland Ayala Manila Bay are currently closed due to the novel coronavirus pandemic, if they can resume operations during the promotion period. The Meat Stack sub will also be available at these branches

Find out where the nearest Subway branch is to you with the list of branches below:

SUBWAY® THE REAL GUARD

The campaign was inspired by existing and real issues facing advertising industries during the COVID-19 pandemic. Budget cuts for brands and agencies happen throughout the year and can limit or suspend many marketing campaigns.

But creativity has always been best exercised in a pinch. And since the Subway Meat Stack has a lot of value in their meat. It was an interesting angle to go through and actually mention: that Subway had put so much meat into the sub that it ran out of marketing budget.

For the campaign’s art direction, Subway wanted it to be “super lo-fi,” a term for music or sound where imperfections are deliberately shown. And this was enforced because the campaign was done on a non-creative tool or simple presentation software.

While Subway surely took the joke of using simple presentation software in advertisements. The campaign is not only humorous, but also aims to address the situation that many ad agencies are currently facing during the COVID-19 pandemic.

And the result of the campaign was clear that with its budget cuts, the true value of the product was successfully represented. And even with limited resources, just having a good advertising team with limited budgets doesn’t mean they can’t come together to create a campaign that’s both refreshing and fun.

About Subway® Restaurants

The Subway restaurant chain continues to evolve the dining experience, providing customers in more than 100 countries with quality ingredients, as well as robust flavor combinations while serving more than 6 million made-to-order sandwiches created every day.

All Metro restaurants are owned and operated by more than 20,000 franchise owners, who employ many people in their communities. The Subway experience is also available online at Subway.com, via Subway.com/Delivers and the Subway® app.

Subway® is a registered trademark of Subway IP LLC. ©2020 Metro IP LLC