Subway has launched a new £1.7m cross-channel campaign to promote its £2 breakfast offer, in a bid to tempt commuters into its stores.

It comes as the chain also announced it will be extending opening hours, nationwide, with breakfast items now available between 7am and 11am on weekdays.

Consumers will have a choice of three six-inch subs or flatbreads, filled with either its new Beechwood Smoked Bacon option, Sausage, or Egg & Cheese, with either a hot or cold regular drink.

The campaign will include TV, radio, out-of-home and print activity.

Manaaz Akhtar, regional marketing director for the Subway brand in Europe, said: “By increasing our promotional activity and committing to extending the opening hours of our stores from 7am on weekdays, we believe both new and existing customers will be encouraged to try our great-tasting, value breakfast range as we try to make their mornings just a little bit easier.”

The chain has also unveiled a series of improvements to its packaging and operation procedures, following its decision to sign up to the WRAP Hospitality and Food Service Agreement in April this year.

For example, its hot drinks will be served in a double-wall cup, instead of the previous triple-wall, which it estimates will save 30 tonnes of pulp per year across Europe, and take approximately 25% less energy to produce.

Meanwhile, the breakfast subs will be served in fully recyclable sub wrap, which is made from 30–40% recycled material, using paraffin-based wax and 100% biodegradable, printed with water-based inks.