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The Subway monkeys are back in full swing in a new national television and radio campaign for the quick-service restaurant chain. The ads from Allard Johnson feature the animated monkeys trying out new sandwich recipes in a “test zone.”
In one TV spot, viewers are invited into a high-tech testing area and asked to “complete the equation” as one monkey uses a touch screen to come up with a winning combination on a sub deal. “At Subway restaurants, a little money goes a long way,” proclaims a voiceover. “Satisfy your appetite with a delicious sub the affordable way every day. Subway. Think fresh. Eat fresh.”
In the radio ad, listeners are invited to “enter the Subway Restaurant’s test zone” where they are asked true or false questions based on hair colour.
“You won’t need a lot of money to enjoy one of our deliciously affordable low-priced sandwiches,” listeners are told as the spot ends with the “Think fresh. Eat Fresh” tag.
“The monkey is more of an icon of continuity rather than a spokesperson,” explained Mario Daigle, executive vice-president and general manager at Allard Johnson. “The star of the campaign is the product and the variety of sandwiches at low prices. Research by Ipsos-ASI has been very positive and indicates the notoriety of the campaign is very high,” she added.
The campaign runs until Feb. 1, when it will be replaced by a second phase of the continuing campaign. Carat handled the media buy.
