Subway Chicken Tandoori Radio

MERIT C6.1 Best Use Of Radio - Single

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.

Credit

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Creative Director : Yim Mei Choo
Associate Creative Director : Kit
Head of Copy : Cham Wei Wei
Copywriter : Sara G
Deputy Managing Director : Victor Chen
Account Director : Sueway Tan
Senior Account Executive : Christine Liew
Agency Producer : Evelyn Soo
Production House : Super Red Music Sdn Bhd
Production house Producer : Richard Chua
Music / Vocalist / Announcer : Sara G

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