Taking a non-traditional approach to launching NPD to break into culture
Subway was due to launch its new vegan menu and needed a way to capture the attention of Gen Z.
We took a non-traditional approach to authentically break into their culture and passion points – collaborating with grime artist P Money (a notorious vegan) and Star.One to create a grime track all made from the sounds of plants.
We landed the brand in culture in an authentic way and created a PR moment that blew up far beyond the world of music.
1m+
TikTok Views in 24hrs
On #EarthDay ‘Subway’ was trending in the UK along with ‘vegan’.
D&AD x10
Clios x27
One Show x16