In a creative marketing move, the restaurant chain Subway is playfully challenging Ikea's newly opened flagship store on Oxford Street, London, with a lively campaign dubbed the ‘battle of the balls’. This initiative coincides with the highly anticipated opening of Ikea’s new location, which is renowned for its Swedish meatballs.
Subway's campaign aims to capitalise on the excitement surrounding Ikea's launch by positioning itself as a contender in the meatball department. The brand has begun distributing vouchers for complimentary 6” Meatbäll Marinara Subs to shoppers visiting the homeware giant. This guerrilla marketing tactic is part of Subway's effort to assert its claim to having "the biggest balls on Oxford Street."
The campaign was crafted by the London-based creative agency Saatchi & Saatchi, in collaboration with social media agency Fabric and public relations firm Taylor Herring. To further engage customers, Subway has incorporated playful in-store signage that humorously references the flat-pack furniture culture Ikea is known for, providing whimsical instructions for assembling the Meatbäll Marinara.
This latest activation follows other retail efforts to reference Ikea, including a recent campaign by John Lewis that subtly noted its “new Swedish neighbours,” using the tagline “Knowing you prefer quality to an Allen key.”
Subway’s playful jab at Ikea not only showcases its creativity but also reflects a growing trend among brands to engage in lighthearted rivalry, particularly during significant retail events. As the two brands find themselves on the same bustling street, the ensuing "battle" serves as an entertaining facet of the competitive landscape of London's retail scene.
Source: Noah Wire Services