Subway has announced a new brand partnership campaign with Walkers by appointing its very own ‘Crisp Sandwich Sommelier’, the TikTok ‘Potato Queen’ Poppy O’Toole.
The fast-food giant will be hoping to cash in on some of the Michelin-trained influencer’s 2.1 million TikTok followers, to whom she regularly gives advice on potato-based cuisine.
The new partnership will see O’Toole make frequent visits to Subway restaurants up and down the country to promote the best sub and Walkers crisps combinations.
As part of the campaign, Subway has also commissioned a study headed by leading food scientist, Dr Stuart Farrimond, to look into the UK’s favourite crisp and sandwich pairings.
The study revealed that the country’s preferred pairings were; chicken tikka and ready salted crisps, tuna mayonnaise and prawn cocktail and meatball and ready salted.
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“At Subway, we are serious about crisp sandwiches – and to bring this delicacy to a wider audience, we have appointed the world’s first Crisp Sandwich Sommelier in partnership with Walkers,” Subway senior marketing director, Angela Gosal said.
“Poppy O’Toole is the first person appointed to this new role and the goal is for her to share her knowledge for making perfect crisp sandwiches, so our guests can experience the joy of adding more crunch to their lunch.”
Leading food scientist, Dr Stuart Farrimond added: “Flavour-pairing theory and consumer testing has allowed us to explore new ways that we can elevate this familiar meal and boost both texture and flavour.
“Subway and Walkers briefed me to analyse the flavour compounds in iconic sandwiches and crisp flavours in this study, allowing us to reveal the definitive list of the tastiest crisp sandwich flavour pairings and hopefully give Brits some more lunchtime inspiration.”
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