Subway brought in fictional radio station Kurupt FM to take over their in-store broadcast network to celebrate the return of indoor dining.
Kurupt FM is the radio station operated by Chabuddy G (played by Asim Chaudhry) featured in the former BBC comedy series People do nothing. Chabuddy G is joined in the takeover by MC Grindah, played by Allan Mustafa, Steven Green, played by Steve Stamp, and DJ Beats played by Hugo Chegwin.
From May 17, when customers are allowed to eat inside restaurants, shows will air daily in restaurants across the UK and Ireland.
Subway will also be releasing an online miniseries capturing the Takeover, with seven episodes posted to YouTube throughout the next week. The films, shot in Subway stores, feature chat, original music and MC-ing.
Content and clips from the partnership will also appear on TikTok, Instagram and Twitter of Subway and Kurupt FM.
Mays Elansari, UK & Ireland Marketing Manager at Subway, said: “People do nothing is one of the most beloved comedy shows of recent years and Kurupt FM is a radio station that deserves many more listeners. We are equally excited and energized to pass the airwaves control inside Subway restaurants. Our guests will be delighted in more ways than one with our irresistible menu. “
The campaign was designed and delivered by creative PR agency Taylor Herring with content produced by agency production company St Marks Studios.
This campaign precedes the feature film People do nothing: big in Japan, released in August 2021, which explores the gang’s new struggles with fame and coincides with the launch of a new studio album via Universal.
Last month, Subway drew in meatless customers with music from vegan grime artists, created using vibrations from plants.
This article first appeared on PRWeek’s sister title campaign