Man, I really hate Steak & Cheese days; Tuna Day just can’t come soon enough.
To promote its ongoing “Sub of the Day” offer – $6 for a foot-long sub sandwich, $4 for a six-inch sub – restaurant chain Subway has unveiled a radio campaign in which its patrons refer to the days of the week by that particular day’s sandwich offer.
In one of the seven day-specific spots created by Toronto agency Cundari, a mother attempts to wake her son for school on what she refers to as “Steak and Cheese day.”
“You mean Monday?” asks the son. “Mon-huh?” the woman responds. “I’m not familiar with that word,” before telling him not to worry, it will be Subway Club Day (Saturday) before he knows it.
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While the radio ads – running in Toronto and other markets in Ontario’s Golden Horseshoe region – form the backbone of the campaign, they are being supported by out-of-home (both traditional billboards as well as digital boards with regularly updated creative) and in-store marketing.
“There are so many different meal promotions out there that you can easily get lost in all the different lunch and dinner options,” said Brent Choi, chief creative officer for Cundari in Toronto.
“Most retail spots spend 25 seconds on the creative idea and jam in the promotion at the end. In this one, the entire creative idea is about the sub of the day – through the seven spots, we mention the sub of the day 35 times.
“It’s a client’s dream.”
Radio is a perfect retail medium and also provides the flexibility to change the creative on a daily basis, said Choi.
Media buying for the campaign was handled by Carat Canada.
