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1. Advertisement Overview and Background
In the second half of 2024, Subway launched a new seafood menu, the ‘Shrimp Collection’, and presented a new advertisement campaign. The phrase ‘Shrimp loves lemon’ is the main copy and theme of this campaign, and it expresses the harmony of shrimp and lemon in a sensual and pleasant way. Kang Min-kyung, who is also well-known as a singer and YouTube channel ‘Hey Kakao’, was used as a model, and her unique elegant yet friendly image captured both the brand’s premium sensibility and popularity.
2. Model Selection – Harmony with Kang Min-kyung’s Image
Kang Min-kyung has appeared in various advertisements with a clean and sophisticated image, and she fits very well with Subway’s ‘healthy and fresh image’. In particular, Kang Min-kyung’s YouTube channel has been consistently receiving attention for her interest in cooking and her sensible lifestyle, so she was an appropriate model to emphasize the subtle harmony of the ‘Shrimp Sandwich’ and lemon in the advertisement. Her soft and sweet voice and refined speech create a sensual atmosphere throughout the advertisement.
3. Advertisement Composition and Direction
The advertisement video was produced in a format that leaves a short but strong impression. The main scenes are composed as follows:
Opening: Kang Min-kyung appears in a white shirt, against a bright background, in a minimalist space, and begins with a whispered narration, “Shrimp likes lemons.”
Visual-centered direction: The shrimp in the sandwich is close-up, and the scene of lemon juice slowly dripping is expressed in slow motion. The sensual food styling stimulates the viewers’ visual and gustatory senses.
Emotional sound and BGM: The background music is a luxurious and gentle piano melody that harmonizes with Kang Min-kyung’s voice to increase immersion.
Ending comment: The advertisement ends with the phrase, “This season, like the lemons that shrimp like,” and introduces Subway’s ‘Shrimp Collection.’
This direction focuses on delivering an ‘emotional experience’ to consumers beyond a simple menu introduction.
4. Advertisement text and copy analysis
The main copy, **“Shrimp likes lemons,”** is a simple yet intuitive expression. However, it contains the following marketing strategies:
Emotional storytelling: By expressing the shrimp as if they were personified, the combination of ‘shrimp with lemon sauce’ is emotionally conveyed.
Intuitive taste imagination: The word ‘lemon’ itself brings to mind freshness and coolness, stimulating the viewer’s taste buds.
Witty approach: Unlike existing health and freshness-centered advertisements, it adds a bit of wit to make the brand feel younger and more flexible.
5. Consumer response and marketing effect
This advertisement received a lot of attention on SNS and YouTube immediately after its release, and Kang Min-kyung’s narration version in particular spread as a short reel video or meme. There were many positive responses in the community, such as “It’s so sensational,” “I want to eat it just by hearing it,” and “I trust and eat the sandwich that Min-kyung eats.”
Through this advertisement, Subway is going beyond simple product promotion and reinforcing the brand’s luxurious image. It is especially popular among MZ generation female consumers, and is evaluated to have a positive effect on improving brand loyalty.
6. Conclusion and Evaluation
The ‘Shrimp Loves Lemon’ advertisement is a successful example that goes beyond simple product introduction and sophisticatedly expresses Subway’s brand philosophy of ‘freshness’, ‘harmony’, and ‘health’. It uses model Kang Min-kyung to create an emotional and luxurious image, and both the advertisement direction and copy deliver a consistent message. This advertisement shows the turning point of Subway’s brand marketing strategy going beyond simple exposure and becoming lifestyle content.
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