Subway pokes fun at Canada’s barbeque season

The QSR is using short summers and BBQ hassles as reasons to eat at its store in a campaign for its new pulled pork sandwich.
Subway image

Subway has launched a TV, radio and OOH campaign to support its new pulled pork sandwich during the summer barbecue season, targeting 18- to 54-year-old consumers.

The QSR is promoting the limited-time offer with a commercial planned and purchased by Carat Media and created by Montreal-based agency kbs+p. The TV spot shows a couple experiencing the frustration that comes with assembling a barbecue and, in the end, deciding to eat out at Subway instead.

The ads will air during Harry’s Law, American Dad, Big Brother, Flashpoint, Grey’s Anatomy, Blue Bloods, and CSI as well as on specialty channels including Sportsnet and TSN, Kathleen Bell, director of national marketing, Subway Restaurants, tells MiC.

Bell says that this is the QSR’s first limited-time offer of the year and has been focusing on promoting its core breakfast items up until now, as the summer begins to kick in.

The brand has also placed radio ads featuring tongue-in-cheek creative ranting about the Canadian weather (which allows for an extremely short time to enjoy barbecue season) on Top 40 news stations across Canada, she says. In addition, outdoor posters with images of barbeque tongs and forks next to the sandwich have been placed.

The restaurant will also see homepage takeovers on YouTube, AOL, Bell, and Rogers as well as Zestforfood.com with the use of rich media banners.

“Our media strategy for our pulled pork limited time offer looks at engaging with our audiences with a multi-platform approach that hits TV, radio and digital,” she says. “We’re getting to Canadians where they consume media, during primetime television hours and through online media sources.”

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