BRIT Award-nominated rapper Aitch has collaborated with Subway, curating a custom sub sandwich, the Aitch Footlong, and promoting his new single Party Round My Place.
The Manchester based rapper also performed a secret gig at the Manchester Piccadilly branch, renamed SubwAITCH in honour of the concert.
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The rapper commented, "I wanted to do an intimate gig for my Manchester crew and thought this would be a cool spot. It’s been great, big up Subway for having me down and letting me takeover and be sure to cop an Aitch Sub before they all go."
Mays Elansari, head of marketing UK & Ireland at Subway, said: “When we heard the rapper was a Subway fan we wanted to pull off something special for his fans. What better way to collaborate with the rapper than to rebrand our Subway Manchester Piccadilly store especially for this surprise event and rename his favourite Subway Footlong after him! It’s the first time we’ve ever staged a gig in a Subway. Who knows, it might not be the last.”
The campaign was created and delivered by creative PR agency Taylor Herring, which earlier this year masterminded the Kurupt FM takeover of Subway’s in-store radio network.