Subway Product Placement on Chuck

Subway, the renowned sandwich joint, had a product placement last week in NBC?s ?Chuck.?  

The major character in the series delivered a sandwich to his boss and mentioned the chain?s ad message as a part of the script. The sandwich was wrapped in paper, embroidered with Subway?s yellow logo. Morgan, a supporting character who is the best friend of Chuck, uttered Subway?s ?$5 foot-longs? mantra as he gave the sandwich.  

?This is far beyond just a logo placement or a product placement. It’s more about the messaging,? commented Tony Pace, chief marketing officer of the Subway Franchisee Advertising Fund Trust. Pace said that the company is more than happy with its latest placement in the spy drama.  

?We’re doing this as an ongoing way of making sure we get to the audience,? he explained. ?In a world where everyone is fully aware of fragmentation and audience size declining, you’ve got to make sure your message gets out.?

According to some experts, marketers are now going beyond the conventional product placements. Brands want more than just an insert; they want brand essence to be integrated into the script.