The SUBWAY® Chain: Product Launch
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OBJECTIVE
Launch the new Reggae Reggae Chicken Sub to consumers and increase footfall in SUBWAY® stores through generating national and regional broadcast, print and online coverage.
STRATEGY
- Utilise hook of SUBWAY® working with Dragon’s Den celebrity, Levi Roots
- Launch product with photo call of Levi and SUBWAY® branded van
- National and regional press tour with Levi –including delivering the product for trial
- Research into summer loving to create a news hook for discussion
RESULT
- Eight media interviews secured with Levi Roots
- 36 pieces of significant national and regional coverage generated –worth over £500K (AVE)
- Over 40 million opportunities to see and hear about the new product
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