Subway hijacked the buzz around IKEA’s new Oxford Street flagship with a stunt crafted by Saatchi & Saatchi, Fabric, and Taylor Herring.
Playing off IKEA’s iconic flat-pack aesthetic, the campaign served up IKEA-style vouchers offering free 6” Meatbäll Marinara Subs with “assembly instructions.”
Brand reps handed them out right outside IKEA, positioning Subway as the one with “the biggest balls on Oxford Street.”
That’s the Allen key to success.
Sorry.
