Subway Canada is buttering up consumers with a new limited-time sandwich: Butter Chicken.
The sandwich, inspired by the popular Indian dish, features all white meat chicken in a sauce that’s infused with ginger, cardamom, coriander and cinnamon.
A survey by Vision Critical, commissioned by Subway after the decision to launch the Butter Chicken sandwich, found 62% of Canadians were seeking diverse foods and flavours within their communities. In addition, 50% said they would try Indian cuisine if it were more accessible to them.
“Canadians just love really diverse foods and flavours and are more demanding with flavour profiles,” said Kathleen Bell, director of national marketing at Subway Restaurants Canada. “We’ve been exploring a lot of flavour and I don’t think Indian is new to Canadians, but we wanted to showcase that diverse flavour on a sandwich.”
The launch of the Butter Chicken Sandwich is supported by a national TV, radio and digital advertising campaign, running until May 22.
In the TV spot, titled “Dog Sitter,” a woman sitting on a couch can’t reach her Butter Chicken Sandwich because there’s a huge dog on her lap. The spot references the “Sandwish,” a platform that recently launched with Subway’s Sweet Onion Chicken Teriyaki sandwich. “[The idea is] you can go for sandwiches in other places, but to make your ‘sandwish’ come true, you can only get that at Subway,” said Bell.
The campaign also includes a social video featuring Canadian YouTuber Gunnarolla, who takes to the streets to talk to Canadians about butter chicken. A series of 15-second video clips showcasing various moments with Gunnarolla and passersby will be rolled out across the Subway’s social channels.
Advertising creative was produced by Sid Lee. Public relations and social media support is being handled by Veritas Communications. Media buying was handled by Carat.
