In the annals of media firsts, the creation of a branded plant-based grime track is a rare thing in the marketing world. It’s a media first that is both completely unexpected and genuinely the first it claims to be.

Restaurant chain Subway teamed up with grime artist P Money and Star.One to launch a track featuring sounds emitted by plants, on World Earth Day.

The unique campaign idea, devised by Above+Beyond, is driven by a social campaign which promotes the track, which is called ‘Vegang’ as well as Subway’s plant-based menu using PlantWave technology, which detects electrical variations via electrodes on the leaves. Yes, check your calendar it is not April 1st, technology can in fact do incredible things.

As this is a campaign targeting climate-conscious Gen Z consumers it is being launched with a TikTok video as well as a film telling the unique story of the collaboration, shot with style and humor by  Jamal Edwards MBE and developed with production partners RadicalMedia and Wake The Town. The energy of the project comes to life on screen while P Money and Star.One discuss the benefits of their vegan lifestyles and the importance of prioritising caring for the planet.

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.”

He continued: "It was genuine entertainment for a young audience, and incredibly exciting for the entire team to be making this kind of work. It was important to us that the artists had free rein to create an authentic grime track they would be proud of. While this story is a serious one, it’s been delivered with a tongue in cheek ode to plant-based food.”

Star.One added, “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. You have to move with the times, people are demanding more vegan options, so the fact that Subway is getting involved, it’s wicked.”

The campaign is not just about generating headlines for its unique approach. Subway is laser focused on the fact that Generation Z consumers are more mindful of both the environment and the food they choose to put in their bodies.

Angie Gosal, Marketing Director at Subway UK&I, pointed to the fact that more people are now championing plant-based lifestyles, a fact which has driven the brand to create an extensive plant-based menu. The campaign underlines the shift to plant-based eating as a mainstream consumer trend. With one third of consumers actively choosing to reduce their meat consumption, this plant-based innovation is not just about headlines. The plant-based food trend is a major growth opportunity for brands and this campaign is a compelling example of the role of creativity in telling a fresh story in a culturally relevant way, without taking itself too seriously.