“It’s a different shape of work that celebrates veganism and Subway’s commitment to it.”
Restaurant chain Subway has released “the world’s first plant-based grime track,” for this year’s World Earth Day.
Created by U.K. agency Above+Beyond, the “Vegang” track features sounds emitted by plants and has been made in partnership with grime artist P Money and producers Star.One.
The track uses audio frequencies from Subway’s plant-based menu by using technology that can detect electrical variations on leaves.
According to the fast-food chain, the song is to inspire people to adopt a vegan diet.
It will run alongside Above + Beyond’s The Plant-Based Beats campaign—targeting a Gen Z audience.
‘Ode to plant-based food’
“Dom Goldman, Executive Creative Director at Above + Beyond, said: “Creating a grime track with legendary artist and vegan, P Money and Star.One, made from Subway’s plants, is crazy. It’s a different shape of work that celebrates veganism and Subway’s commitment to it, in a manner which doesn’t feel like an ad.
“While this story is a serious one, it’s been delivered with a tongue-in-cheek ode to plant-based food.”
While the song debuted on TikTok and will stream on Spotify next month, a documentary exploring the collaboration and discussions by P Money and Star.One about their vegan lifestyles has also been filmed.
It has been directed by youth icon Jamal Edwards MBE and developed with production partners, RadicalMedia and Wake The Town.
“P Money is someone we’ve been working with for years, we’ve done loads of tracks together. To link up for this collaboration is the perfect match,” Star.One said.
“You have to move with the times, people are demanding more vegan options, so the fact that Subway is getting involved, it’s wicked.”
‘Biggest and tastiest plant-based menus’
Commenting on the collaboration, Angie Gosal, the UK and Ireland marketing director for Subway said in a statement: “As more people champion plant-based lifestyles, we’re excited to be involved in the release of the first ever grime track made from plant sounds.
“With our ever-expanding vegan range, World Earth Day felt like the perfect opportunity to celebrate Subway now having one of the biggest and tastiest plant-based menus on the high street, to offer you even more choice.”
Subway’s vegan options
Subway UK has an elaborate plant-based menu, which includes subs, wraps, salads, vegan toasted bites, hash browns, double choc cookie, plus a number of Subway sauces including Garlic Aioli, Sriracha Hot Chilli, and Sweet Onion.
In December 2020, Subway UK rolled out the customizable T.L.C. (Tastes Like Chicken) Sub topped with Violife vegan cheese slices.
The chain took over 10 years to develop the bespoke soy-based vegan chicken recipe and perfect it to mimic the taste and texture of Subway’s roast chicken breast strips.
Last year, it launched its vegan meatball marinara sub sandwich featuring plant-based meatballs, tomato sauce, and melted vegan cheese, across the UK.
The sub was described as a ‘sell-out success’. It also went on to win Best Vegan Sandwich at PETA’s 2020 Vegan Food Awards.
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