Subway UK has revealed new products, a marketing campaign and loyalty scheme, as it seeks to bring the UK business in line with a global repositioning of the brand.
The brand introduces its ‘signature loaded wraps’ today, with chipotle southwest steak & cheese; turkey, bacon and guacamole; and rotisserie-style chicken Caesar, described as “like nothing currently in the on-the-go market”.
An advertising campaign to support he launch will be targeted at a millennial audience.
The campaign and new products are part of a global brand repositioning for Subway that was initially unveiled 18 months ago, which sees Subway overhaul its “look and tone”, and includes a new logo and store refurbishments into the ‘fresh forward’ format.
Meanwhile Subway’ is introducing new initiative ‘Sub squad’ to its Subcard loyalty scheme.
Consumers will be able to invite friends to be part of a ‘squad’, and if they all make a purchase within four hours of each other they all get bonus points.
