Subway has joined the ongoing advertising rivalry between McDonald’s and Burger King by introducing its own ChatGPT-powered campaign, adding a new twist to the competition.
Saatchi & Saatchi’s latest campaign for Subway incorporated AI-generated copy to highlight the iconic status and size of the beloved menu items, drawing a comparison with those of the fast food giants.
In response to McDonald’s and Burger King’s advertisements, Subway posed a question to the chatbot regarding the size comparison between a McDonald’s Big Mac and a Burger King Whopper ‘compare to a footlong?’, and the chatbot’s response, displayed in bold typography aligned with the Subway brand, stated, “In terms of size, both are significantly smaller than a footlong sandwich.”
According to Kirstey Elston, the Marketing Director for Subway UK & Ireland, she said: “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!”
In regards to the involvement of ChatGPT, Franki Goodwin, the Chief Creative Officer of Saatchi & Saatchi, commented, “There’s a lot of chat about ChatGPT and, while we try not to get too caught up in hype trends, we couldn’t resist getting in on this conversation. It’s a big moment for Subway with the launch of the new Series menu, and what can we say – ChatGPT says they’re the biggest too.”
Subway has effectively put an end to the ongoing dispute between McDonald’s and Burger King by introducing its own AI-driven out-of-home creative. The campaign serves as a reminder that when it comes to size, both burger giants fall short compared to Subway’s iconic Footlong sandwiches.
Also Read: Burger King’s Epic ChatGPT Ad Claps Back at McDonald’s Claim of Big Mac as the Most Iconic Burger
