SUBWAY CUTS ON MARKETING BUDGET IN FAVOR OF NEW MEAT STACK SUB

Subway® | Low Marketing Budget in favor of the New Meat Stack Sub

It’s good news for Subway® fans and meat lovers. The company will be providing customers with a fully loaded Subway meat stack sub that’s worth your every peso! With layers of chicken strips, pepperoni, sliced Chicken, and salami, the new Meat Stack sub is going to be the perfect choice for meat lovers or anyone with a hearty appetite to enjoy.

But this new menu came with a cost for the international submarine sandwich brand.

Subway disclosed through its FB page that they were “sandwiched” in their budget plans this year as they were left with two options. Was it either to provide more meat to their subs or more budget for marketing?

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

MORE MEAT, LESS MARKETING

Subway’s Meat Stack Video Ad

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

It then proceeded to show how they created the ad using software that is similar to Microsoft Powerpoint.

Subway even disclosed that they didn't pay for a copywriter to make this happen. And added hashtags such as #LessMarketing4MoreMeat can get the message across the slash in their marketing budget.

THE NEW MEAT STACK SUB

Subway sends a clear message, and that is, they’ve chosen to provide more budget to add more meat for their subs than their marketing campaigns. And they have thrown in a sweet deal of their delicious chocolate chip cookie for only Php20 as an add-on.

For dine-in and take-out, customers can choose between the 6-inch Ala Carte for Php165. Or opt for the 6-inch sub combo with a 16-oz drink for Php190. And if they want to have a full and flavorful experience, customers can choose the Footlong Ala Carte, which is Php320.

Subway also offers customers the chance to taste their fully loaded menu at the comfort of their homes and offices with just a little add-on price for its delivery through the Grab and LalaFood App. And delivery prices will vary depending on the customer’s location.

The 6-inch Ala Carte will be priced at Php 206.25. The 6-inch Combo sub with a 16-oz drink at Php237.50.

The Footlong Ala Carte at Php400 and for the add-on chocolate chip cookie will cost Php25.

You can also check out their 250 Twin Deal, which is a 6-inch Meat Stack Ala Carte plus a 6-inch

Smoked Chicken for the price of Php250.

SUBWAY ENABLES SEAMLESS TRANSACTION WITH “BOTTY” VIA MESSENGER

SUBWAY’s Helpful A.I. for pick-up orders on Messenger, “BOTTY.”

Subway is also enabling and practicing seamless transactions with their helpful chatbot “BOTTY” via Messenger. Subway takes the frustration out of queuing for your meals and dramatically reduces the waiting time. It’s convenient and easy to use BOTTY via Messenger as it works in 3-simple steps: Order, Pay, and Collect!

Once customers have decided on what they’ll have, BOTTY via Messenger will summarize their orders and the total amount to pay.

BOTTY via Messenger will provide customers with an order number and keep them updated on their transactions’ status. BOTTY will then alert them when their order is ready for pick-up. Just provide the payment, and you are ready to go.

SUBWAY BRANCHES IN LUZON

The New Meat Stack sub is only available for the 29 Subway branches in Luzon. However, Subway’s branches at RCBC Plaza, Festival Mall, and Ayala Manila Bay are currently closed due to the novel coronavirus pandemic to resume operations during the promo period. The Meat Stack sub will also be available at these branches.

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

Bocaue- Petron Gas C-Store, KM 30 Southbound Lane, NLEX
Greenhills – Connecticut Arcade, Greenhills Shopping Center, San Juan
Dela Rosa – G/F 2 Dela Rosa St., Makati City
Valero- M15-Valero 2 Car Park Retail, 149 Valero Street
Sta Lucia – Sta. Lucia East Grand Mall, Marcos Highway Cnr Felix Ave
Pioneer – Robinsons Cybergate Center, Pioneer Street
UST-Level 1, Space 8, UST Multi-Deck Parking Bldg
Mavenue – 7844 Mavenue Bldg Makati Ave
MCM – UPSI Building, No. 1122 United Nations Avenue
Macapagal – Unit E Met Petron Building, Macapagal Blvd. corner Seaside
RCBC – Plaza RCBC Plaza, Sen. Gil J Puyat Ave., Makati City
One Archers – One Archers Place, Taft Ave. corner Castro&Fidela
Makati Esteban – Grd Floor Sterling Centre Bldg, 131 Dela Rosa Corner
RBC – Ground Level Tower 3 South, The Rockwell Business Center, Pasig City
Pearl Plaza 8101 – Pearl Plaza Building, Pearl Drive, Ortigas Center
Marquee Mall – Marquee Mall Level 2, Francisco G. Nepo Avenue, Pampanga
Cities Event Place – Cities Events #30, Sgt. Esguerra St. Brgy. South Triangle, Quezon City
Robinsons – Galleria Robinsons Galleria
Festival Mall – Festival Supermall, Filinvest City, Alabang
ATC Alabang – Town Center, ATC Corporate Center
EXXA – G/F Exxa Tower, Robinsons Bridgetown, Pasig
PITX – Paranaque Integrated Terminal 1 Kennedy Avenue, Brgy Tambo Ground Floor Unit 117-118 PITX Paranaque City 1701
Regis Center – Regis Center, Katipunan
BGC – Unit C, G/F Citibank Plaza, 34th Street Corner Lane D, BGC, Taguig
Feliz Ayala – Feliz, Pasig
Prince Plaza – Prince Plaza II Condo-Hotel Dela Rosa Cor. Legazpi Sts Legazpi Vlg, Unit
9, Ground Flr Makati City 1229
Ayala Manila Bay – Ayala Manila Bay, Parañaque
Oriental Garden – Oriental Garden, Chino Roces Ave. & Javier St., Brgy Pio del Pilar, Makati City
Asian Hospital – Lower Ground Floor 2205 Civic Drive Filinvest Corporate City Alabang, Muntinlupa City

SUBWAY® KEEPS IT REAL

The campaign was inspired by existing and real problems of the advertising industries during the COVID- 19 pandemic. Budget cuts for brands and agencies all year round are happening and can limit or put on hold multiple marketing campaigns.

But creativity has always been best exercised during a pinch. And since the Subway Meat Stack holds a lot of value in their meat. It was an exciting angle to ride out and mention: that Subway had put so much meat in the sub that they ran out of marketing budget.

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

While Subway indeed took the joke of using simple presentation software into ads. The campaign isn’t only for humor but also aims to touch on the situation that many advertising agencies face during the COVID-19 pandemic.

The campaign’s result has been precise that with its budget cuts, the product’s real value has been successfully portrayed. And even with limited resources, just by having a good advertising team with limited budgets doesn’t mean that they cannot come together to make a refreshing and fun campaign.

About Subway® Restaurants

The Subway restaurant chain continues to evolve the dining experience, offering guests in more than 100 countries quality ingredients and robust flavor combinations while serving over 6 million made-to-order sandwiches created each day.

All subway restaurants are owned and operated by more than 20,000 Franchise Owners, who employ many people in their communities. The Subway experience is also delivered online at Subway.com, through Subway.com/Delivers, and the Subway® App. Subway® is a Registered Trademark of Subway IP LLC. ©2020 Subway IP LLC