Subway joins fast-food ChatGPT marketing war

Subway joins McDonald’s in an AI-led marketing strategy.

McDonald’s and Burger King’s chatbot-led marketing ‘war’ has seen a third player enter the ring.

Subway has also entered the latest string of tactical executions with its own ChatGPT-led creative.
 
Created by Saatchi & Saatchi, the latest spot for Subway also used AI to generate a copy-led execution, comparing the icon status and size of the fast food giants’ best-loved menu items.
 
In response to the questions posed by Mcdonald's and Burger King’s spots, Subway asked the chatbot how a McDonald’s Big Mac and a Burger King Whopper ‘compare to a footlong?’, and ChatGPT’s response is presented in bold, brand-led typography: “In terms of size, both are significantly smaller than a footlong sandwich.”
 
"If there's going to be a conversation on iconic sandwiches, Subway will of course get involved. What can we say - even ChatGPT knows our Footlongs are the biggest and best sandwich out there,” Kirstey Elston, Marketing Director of Subway UK & Ireland said.

The AI marketing war first started when McDonald’s posted a billboard where they asked the AI chatbot ChatGPT what is the most iconic burger to which it answered the Big Mac. Burger King responded to the ad where the same AI said that Burger King’s Whopper was ‘the biggest’.