Subway made noise on 2021 Earth Day by releasing a grime track aimed at inspiring their younger customers to adopt a vegan diet.
Bringing together grime legend P Money and producers Star.One, all vegans, the track uses audio frequencies emitted by plants used in Subway’s menu to create the world’s first plant-based track. The song, titled ‘Vegang’, uses PlantWave technology, which involves placing electrodes on the leaves to detect each plant’s individual vibration.
Created to appeal to a Gen Z audience more open to trying plant-based alternatives, the Plant Based Beats campaign supports Subway’s launch of two new vegan menu items, expanding it’s prior vegan offer. The song debuted on TikTok and will stream on Spotify next month.
The track is a clever step away from traditional stereotypes of ‘preachy’ or overly ‘worthy’ vegan messaging, making strong use of the grime collaboration to appeal to their audience in a fun and tongue-in-cheek way. The choice of talent feels authentic both to the intended audience, and in their relevance to the project, all being committed vegans.
Choice lyrics include:
“Because being vegan is doing bits for the planet
This food that’s not contribute to the gasses
Now I celebrate Earth Day with the masses
Ain’t just about recycling packets”
Hear the song and watch a short documentary about its production here. All in all, a successful, unexpected and entertaining celebration of veganism and the Subway brand, which manages to convey the message without feeling overly advertorial.