Magazine article Marketing

Adwatch: Subway - 'Reggae Reggae Chicken Sub'

Magazine article Marketing

Adwatch: Subway - 'Reggae Reggae Chicken Sub'

Article excerpt

The fastest thing about fast-food outlets is the pace at which they reinvent their menus. You could call it innovation for our fast-food nation, from burger joints and their blockbuster movie-themed meals to the ethnically diverse toppings of many high-street pizza parlours.

But I have to admit this is the first time I've seen a music-inspired sandwich that could have made Bob Marley hungry (had he not been a vegetarian), and quite possibly satisfy his soul.

Subway introduces the 'Reggae Reggae Chicken Sub'. This features, as you would expect, chicken, and Levi Roots' special, spicy BBQ sauce, with jalapeno peppers as a topping.

In this ad, when our unsuspecting yet scrupulous customer politely declines the red-hot chilli peppers (in this case green), a man-sized jalapeno enters stage and taunts him - 'Oh mama, too hot, too spicy? Hot! Hot!' - in a very funny, somewhat eccentric way, delivered as well as a man dressed as a giant jalapeno could. But this is no big deal to our hero, who will not be bullied into unsettling his stomach with this fiery food; for, you see, at Subway, you get your elongated bread roll 'Made the way you want'. …

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