Subway launches new Beef Pastrami Melt Sub

The sandwich chain will introduce a new Beef Pastrami Melt Sub to the menu for a limited time in the UK and Ireland.

Inspired by New York, the sub combines tender cuts of beef with a peppery crust, American mustard, pickles and melted cheese.

Roger Cusa, Head of Marketing for the Subway brand in UK and Ireland, said, “Hot on the heels of the successful launch of our BBQ Pulled Pork Sub early in May, our latest offering gives our UK and Ireland customers an authentic taste of New York in their lunchtime!”

“Our Stay Picky campaign narrative continues to land extremely well with our millennial target audience and this latest build on the campaign, featuring innovative, interactive 360 technology, will give consumers a unique added dimension to the product.”

“New York is an experience for the senses and we wanted to give consumers the chance to really immerse themselves into an authentic East Coast experience, thanks to a film and bustling soundscape accessible via mobile, tablet or laptop.”

Meanwhile, Subway has also launched an immersive New York experience online to support the launch of the new Sub. Consumers can watch an interactive 360 film of a cab ride through bustling New York City. The experience was launched exclusively at the Southbank on Thursday 3rd September, where consumers were invited into an authentic yellow cab, and given the chance to watch the film with Oculus Rift technology, while enjoying a sample of the new Sub.