Subway worked with a miniatures artist on the ‘world’s smallest sub’

UK social campaign promotes its new Teriyaki Steak flavor footlong

Published On
Feb 01, 2023

Editor's Pick

When it comes to Subway marketing, usually bigger is better. But not in a campaign for its new Japanese-inspired Teriyaki Steak flavor.

With Japanese miniature art a pretty popular social trend at the moment, especially on the likes of TikTok and Instagram, when Subway chose to introduce the Teriyaki Steak sub to its menu in the U.K., it turned to a miniatures artist to help.

The ‘world’s smallest Sub’ is a tiny (12 times smaller) version of the footlong one, just 2.2 cm in size. It took British artist Nadia Michaxu two days to create using a range of specialist artistic techniques to bring-to-life the textures and colours on a miniature scale. Alongside the sub, she also created a tiny drinks cup and straw, paper bag and napkins.

The launch will be supported on Subway’s social channels across Instagram, Facebook, Twitter and LinkedIn, supported with the strapline ‘Teriyaki It Up’ to promote Subway’s latest flavours. And, if even a small version of a steak sub doesn't appeal, there's also a plant-based Teriyaki Steak, created in partnership with The Vegetarian Butcher.