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When McDonald’s rolled out its McCafe lineup, it was going after Starbucks. But it has a new rival now: Subway.

According to people familiar with the situation, McDonald’s views its upcoming McWrap as a “Subway buster,” a product that is capable of taking share from the sandwich chain and others of its ilk. McDonald’s also views the new product as its biggest launch of 2013 and its biggest brand opportunity since McCafe, these people said. Though the McWrap is available in some locations already, it’s believed the official national launch will be within the next few weeks and will include a major national marketing push.

Though McDonald’s views this as its biggest brand opportunity since McCafe, it’s unclear how much the marketer will spend promoting it. The introduction will likely receive more ad spending than other products this year, but in all likelihood it won’t hit the spending heights of McCafe, which was an entire product platform. The year McCafe launched, McDonald’s spent upwards of $129 million in measured media in the U.S., according to Kantar. McCafe was said to be McDonald’s biggest rollout in nearly 30 years.

Continue reading at AdAge.com