• by Fern Siegel , 4 hours ago

Subway's new menu pushes protein for less.

The latest entree, Protein Pockets, lean protein with fresh vegetables and tasty sauces — at just $3.99. The options are Baja chicken, peppercorn ranch chicken, Italian Trio: Black Forest ham, pepperoni, Genoa salami and a turkey-ham combo.

The creative by Leo New York shows the excitement the deal generates. People drop whatever they are holding -- plants, food and glass — when they hear the price.

The 30-second spot is here and a shorter 15-second version here. Ads run on linear, cable, online video streaming, paid and organic social and influencer content.

Joe Mongognia, Chief Creative Officer, Leo New York, told Agency Daily: “In a category drowning in forgettable deal-shouting, we wanted to help Subway do something that actually makes people feel something. The ‘shattering’ moment captures that universal reaction when you hear you can get 20+ grams of protein and fresh ingredients for $3.99 – a price that seems too good to be true, but actually is. It’s not about convincing people. It’s about capturing that genuine moment of disbelief and delight that Subway's value delivers.”

The franchise has nearly 37,000 restaurants worldwide.