The British Sandwich Association

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Last updateWed, 15 Nov 2017 12pm

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Subway® brand supports world sandwich day

Every Sub made in UK Subway® stores nationwide on 3rd November will trigger a 5p donation to a national food charity, providing food to vulnerable people. The campaign will be supported by an ATL, in-store and social media campaign, including exclusive YouTube content featuring the “Subsquad™”

On World Sandwich Day the Subway® brand in the UK is celebrating by giving all Subcard® members 500 points to redeem for a free Six-inch Sub. For every Sub purchased or redeemed we’ll also make a donation to a national food charity.

A key component of the campaign is to drive acquisition of the Subcard® app by rewarding all customers in the UK who have registered by 30thOctober with 500 points to redeem against a free Six-inch Sub*. Furthering their corporate social responsibility, for every Sub made in stores nationwide on World Sandwich Day**, the Subway® brand will make a 5p donation to local food charity FareShare, which has 21 regional centres in the UK focusing on providing nutritious meals to vulnerable people. Donations will also be made for every Six-inch Sub redeemed with the 500 Subcard® points on the 2ndand 3rdNovember.

The promotion will be supported with an integrated campaign encompassing, radio, digital out of home, in-store and social media driving conversations around #WorldSandwichDay. The offer will also be promoted with exclusive content as part of the brand’s partnership with YouTube, featuring comedian Arron Crascall.

This follows the success of the digital test and learn serieshosted on YouTube this year, featuring the ‘Subsquad™’; a group of YouTubers and influencers promoting Subcard®. A sixth ‘blooper’ episode is launching specifically to support the World Sandwich Day initiative with a call to action for viewers to go into store and participate in triggering the charitable donation, helping to support local hunger charities. The film will feature some the bloopers that never made the previous final versions communicating that the biggest blooper of them all will be not downloading the Subcard® app in time.

To further drive acquisition of the Subcard® app, the campaign will see the comedic influencer Arron Crascall promoting a specially made film on his social media channels encouraging customers to get involved as he visits the sleepy towns of Sandwich and Ham as part of the brand’s ongoing partnership with him.

Sacha Clark, Marketing Director for the Subway® brand UK and Ireland, commented on the initiative:“Following the success of our Customer Appreciation Day earlier in the year, it was a natural move for us to support World Sandwich Day in such a big way, and I’m looking forward to seeing the results. We have such a loyal customer following and I really believe that the brand can help to make a difference for those in need.”