Subway Chicken Tandoori Radio

Agency

People ‘n Rich-H

Client

Subway Malaysia

Product/Service

B4.1 Food

Brief

Subway was not a top-of-mind brand for menu innovation and variety which are key drivers in this category. We were tasked to create awareness of the Subway Chicken Tandoori sandwich and its status as a permanent item on the menu.

Solution

Subway had Chicken Tandoori sandwiches as a limited time offer for the past three years which had already created demand. Now it’s permanently on the menu because of the demand. Consumers have been asking for the return of the product.

Based on this insight, we created the catch line of the campaign; “Can’t forget the taste” as a reminder to previous consumers and to attract new consumers with the promise of an authentic local flavour.

The jingle and video demonstrate the authenticity of the product’s flavour. Execution style uses entertainment to break the monotony of the QSR market’s communication which predominantly focuses on affordability and taste indulgence. We also maintained the quirky personality with a humorous Indian accent of the previous radio spots with regards to this particular sandwich for better brand recall.