The high street sandwich retailer has brought in the agency to handle its public affairs remit, including political duties for the brand’s ‘Toast the Tax’ campaign.
The campaign is Subway’s response to the Government’s change of plan after its much criticised ‘pastygate’ announcement that it would slap VAT on pasties in this year’s Budget.
GRPC account director Victoria Barton told PRWeek: ‘The Budget closed a loophole – but that was then seen by the media as a pasty tax and there was a U-turn, or at least a right turn.’
Pasties are now exempt from VAT again, while similar items served in quick-service restaurants and shops continue to attract 20 per cent VAT, leading Subway to argue that the shift is anti-competitive.
The agency is supporting the campaign by organising a petition to be handed into Downing Street, along with plans to hold debates about VAT at next year’s party conferences. GRPC will also lead activities around the Government’s public health responsibility deal, to which Subway has signed up to four pledges and is in discussion regarding a fifth.
Barton will lead the account, reporting to Subway’s south area development manager UK and Ireland Trevor Haynes.
The appointment follows Good Relations handling consumer PR for Subway.
