Problem
Subway aimed to introduce their new sub to the Hong Kong market with a campaign that positioned it as a highly talkable product among locals. The challenge was to leverage local culture and food preferences to build a strong connection with the audience.

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Insight
Cha Chaan Teng are an inescapable part of Hong Kong's cultural landscape. On every street, locals could encounter as many as 5 of them. Hong Kong’s vibrant Cha Chaan Teng culture and the popularity of iconic local dishes, such as the pork chop bun, provided a unique opportunity. The fusion of Eastern and Western flavors, combined with fresh ingredients and casual dining experiences, resonates strongly with Hong Kong locals.
 

Idea
Subway’s new sub reimagined the beloved flavors of Hong Kong through a modern and refreshing interpretation. By blending the iconic elements of the pork chop bun—succulent pork, savory sauces, and soft yet crispy bread—with Subway’s hallmark customization and fresh ingredients, the campaign presented the sub as a reinvention of local tastes, offering Hong Kongers a new way to enjoy a taste of home.