Subway plays up Australian beef factor in new Beef Pastrami campaign

Subway Singapore has launched a new campaign to promote its Beef Pastrami sub made from 100% Australian beef that was brought back as a limited-time offer.

Titled "Subway Beef Pastrami Campaign", the campaign will run until mid-July 2017 or while stocks last on out-of-home, digital and social media channels. Dentsu Singapore, Mediacom and Vocanic were responsible for Subway's campaign.

According to the spokesperson, this is the first campaign it is working on with newly appointed creative agency, Dentsu Singapore. "The agency has done an excellent job and shown much commitment in making this campaign a big hit. We are very delighted that the campaign has been well received by our guests and franchisees," the spokesperson said.

The two videos on Subway Singapore's Facebook page reinforce the campaign's tagline, "Bring out your Aussie with the Beef Pastrami sub", with the actors suddenly switching from Singlish to the Australian accent.

Subway reviewed its creative account for the Singapore market in 2016, during which Saatchi & Saatchi was the incumbent. The company also appointed Michelle Lee as head of marketing for SEA and Korea last year.