The brand jumped onto Veganuary bandwagon and held a live tasting event with a ‘confused’ host.
Rather than scripting the tasting event and having it played out by actors, it was done for real. To direct, the team tapped Sam Cadman, co-creator of 1990s Channel 4 series “Trigger Happy TV,” which specialized on pranks on real people.
“Doing it ‘for real’ with Sam, who alongside Dom Joly reinvented the TV prank genre for a whole generation, was equal parts exhilarating and terrifying,” said David Billing, chief creative officer at Above+Beyond, in a statement. “You simply can’t predict what’s going to happen each time, and you definitely can’t simulate the kind of reaction that a real audience will have when things have seemingly gone horribly, horribly wrong.”
Al Gounder, Marketing Director at Subway, added, “Less than 1% of the UK identifies as vegan, so this campaign addresses the 42% who call themselves flexitarians, without excluding the 88% who identify as meat eaters. We’ve done something fresh and slightly anarchic that will disrupt all the ‘me too’ conversation in Veganuary and put the Meatless Meatball Marinara firmly on the map.”