The Background, Marketing Challenge & Objectives
In January 2020, Subway® Canada announced the nationwide release of the NEW Beyond Meatball™ - a plant-based protein developed exclusively for Subway® Canada in partnership with the team at Beyond Meat®.
The Canada-first launch was a pilot for the product, not available anywhere else globally, and a big bet for a brand that was more than a little late to the market with plant-based.
But why meatball? In a declining QSR market the existing SUBWAY Meatball Sub was a perennial best seller amongst a millennial and male target demographic. The sandwich is a brand-health...