Subway is targeting comfort-seeking festival-goers with the launch of the ‘Sleeping Bag-uette’, a massive three-metre sleeping bag designed to look exactly like the sandwich chain’s iconic Italian B.M.T. Sub.
The novelty product launch follows new consumer research from Subway, revealing a massive shift in how younger generations approach music festivals. According to the study, 40% of Gen Z festival-goers admit they would willingly skip a major headline act to ensure they got enough sleep. The data shows that comfort (49%) now ranks higher than watching headliners (46%) for younger crowds, with 63% stating they would actively choose a “quiet camping” zone to avoid late-night parties.
Currently, British festival-goers expect to average just 4.8 hours of sleep per night, citing noisy campsites, extreme temperatures, and uncomfortable sleeping setups as the top disruptors. To help campers cope with uncomfortable conditions, the limited-edition, cushioned sleeping bag is being rolled out via a digital promotion.
The Italian B.M.T.-themed sleeping bags will not be sold in stores but are available exclusively through a social media giveaway on Subway’s UK & Ireland Instagram channel. Campers can enter the draw by commenting the phrase “Snug in a Sub” on the official promotional post.
Alongside the giveaway, the brand has confirmed it will be hitting the road this summer to sample its newest menu items across a variety of major UK music festivals and sporting events, including Kisstory Bristol, Latitude, Boardmasters, and Carfest.
Kirstey Elston, EMEA Senior Marketing Director at Subway, said:
“We know festival season is all about making unforgettable memories – but we don’t want fans running on empty, whether it’s their stomachs, or lack of sleep. We wanted to bring the comfort of Subway to the fields, giving fans a way to recharge without missing a beat.”
