Industry News | September 12, 2000

Subway Unveils "Gotta Have It Taste"

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Subway restaurants nationwide have begun roll-out of the chain's new "Gotta Have It Taste," which includes a new line of sandwiches, new bread options, and the addition of four specialty sauces.

Honey Mustard, Southwest, Asiago, and Horseradish sauces are now available on all Subway sandwiches.

"Now we will be promoting the product as 'hero,' not just good-for-you but great tasting, too," says Chris Carroll, director of marketing for Subway Franchisee Advertising Fund Trust. Look for Subway's new "spokescharacter" in television ads—a shadow puppet, representative of the hands of a Subway Sandwich Artist. The puppet's mission is to rid the world of the "other" fast food. Subway's new campaign tag line is "Subway. Eat fresh.™"

The Subway Selects line, now available at Subway stores, includes Honey Mustard Melt (turkey breast, ham, bacon, and melted cheese topped with a honey mustard sauce), Horseradish Roast Beef, Asiago Caesar Chicken and Southwestern Steak and Cheese. Respectively, the sandwiches are accompanied by Honey Mustard, Horseradish, Caesar, and Southwestern sauces. These sauces are available on any Subway sandwich.

In addition to the standard Italian and wheat breads available at Subway, customers will now have the choice of Hearty Italian, Parmesan Oregano, and Harvest Wheat. Some select locations will also offer Sourdough and Sesame flavored breads.

The Subway Shadow advertising campaign comes from Messner Vetere Berger McNamee Schmetterer/EURO RSCG, New York, which is its premiere campaign as the new creative agency-of-record for Subway. The Shadow will play an integral role in all advertising.