Product of the Month - Subway makes a push for Moroccan Style
Find out why the new Moroccan Lamb sub with Mint Yogurt is getting the full promo blitz.
Subway is building up the buzz on its new Moroccan offering to make sure it sells for the short six weeks that it is available in-stores. It has launched a tri-media campaign, a win-a-holiday contest and an exclusive blogger preview to hype up the new sub. And the strategy seems to be paying off.
“To promote the offer we launched a fully-integrated campaign, which includes a very colorful TVC, radio, digital and outdoor advertising treatment,” according to Jemma Wellard, Marketing and Communications Manager, Subway Australia. “We are also running a consumer promotion where people can make and name their sub to win an exotic holiday anywhere in world www.subway.com.au.”
The free holiday prize offers a chance to win an “exotic” holiday worth $10,000 with $2,000 spending money, and requires Subway website visitors to build a Moroccan Lamb sub using a sub creator app. The promotion seeks to hit home the “exotic” quality of the Moroccan sub and seems like a nudge for safe eaters to step out a little from their comfort food.
Ms. Wellard notes that its strong push for the Moroccan Lamb comes from market feedback that Australians are taking on a more global palate.
“There is an increasing consumer demand for foods influenced by different cultures, which use a wider range of flavors and ingredients. We listen to our customers and then work with suppliers, the R&D taste team and the customer to come up with our menu of Subway salads, sandwiches and Limited Time Offers like Moroccan Lamb and Mint Yogurt Dressing,” she added.
Limited Time Offers, or LTOs, are in-store for a month and a half before it is pulled out. “It enables us to keep the menu fresh, ensuring variety for the customer,” said Ms. Wellard.
Perhaps afraid of missing out on the new sub variant before it cycles out, customers have so far responded well to the Moroccan Lamb.
“The feedback from customers and food bloggers has been overwhelmingly positive. It's actually been so popular we've increased the forecast to meet demand. I would not be surprised if we sell out early,” said Ms. Wellard.
