Subway’s Vegan Sub

Challenge

Launch Subway’s first ever vegan sub in the UK to both a vegan and non vegan audience, driving talkability through their Gen Z & millennial audiences. 

Execution 

Subway hosted an exclusive “Subjamming Masterclass” event in their London flagship store, attended by some of the biggest names in the online creator community. They went behind the scenes at Subway and were challenged to create the new vegan sub. against the clock. The guestlist included comedian Willne, Jack Maynard &Channel 4’s The Circle winner Alex Hobern, alongside other viral superstars and vegan heroes to trial the product for themselves and share their followers. 

To extend this further, YouTube sensation Oli White created a video where he ate all the items on the menu trying the Vegan Sub in the process, tasking his audience to do the same. 

Result 

Over 2m+ people in the UK reached with news of the vegan sub’s launch and delivering 1.25m+ video views, Olis video trended worldwide in the first 24hrs and Subway had their mark on their core audience, both vegan and non vegan.