How does Subway and Ikea’s social beef rank in the corporate trolling canon?
A prime bit of corporate trolling took place this week when Subway threw social media shade at Ikea. But how does it rank among the finest in this burgeoning trend?
It’s all been popping off on Oxford Street recently. Swedish flat-pack giant Ikea is opening its flagship London store on the iconic street, and its sandwich savant neighbour Subway seized on the moment.
The cause of the tension between the two brands surrounds the memetic fame Ikea has garnered for its thrifty meatballs, which are always popular in its in-store restaurants.
Apparently, feeling that Ikea should stick to its lane and stay off its meatbally turf, Subway waged a deliciously cheeky "Battle of the Balls" social campaign against its new neighbour.
Subway handed out free 6” Meatball Marinara subs (my favourite flavour, incidentally) to curious IKEA-goers, daring them to decide: who really has the bigger balls? But they didn’t stop there. Embracing IKEA’s famously fiddly instruction style, Subway dished out its own flat-pack-inspired guides, illustrating exactly how to assemble the perfect Marinara masterpiece (no Allen key required).
Kirstey Elston, EMEA brand and UK&I marketing director at Subway, commented on the pop-up, saying, “Since we’re both experts in the meatball game, we couldn’t resist getting involved in the excitement surrounding IKEA landing in the heart of London. What better way to welcome our new neighbours to Oxford Street, while also reminding hungry shoppers who the true meatball masters are!”
Feel free to pick a side then, or just enjoy the resulting banter.
Sassy swipes by big business
Social media trolling has become something of a modern PR art form, with some brands mastering the craft to engage audiences and create memorable moments.
Wendy's is particularly adept at this catty trend, routinely roasting customers and competitors. One of its most famous trolls was when they responded to a user asking where to find the nearest McDonald's with a simple: "Probably in the trash". Ouch.
Netflix is also a kitty with claws. When Hulu tweeted, "What's something you can say during sex but also when you manage a brand Twitter account?" Netflix responded with, "Are you still watching?"
And, who can forget the prime beef between Burger King and McDonald’s? The former once trolled McDonald's by offering a free Whopper to anyone who ordered it within 600 feet of a McDonald's location using its app. This "Whopper Detour" campaign was a typical low blow, but we enjoyed it all the more for its amusing pettiness.
Being succinct and adept in modern social media parlance is key to succeeding in this industry. MoonPie gained a cult following for its humorous and often absurd tweets. When rival Hostess tweeted about their new product, MoonPie responded with a simple: "Lol ok."
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