In June 2006, Quiznos revealed its new slogan: "Eat Up." Ads nationwide feature a Quiznos sub with steam emanating from it with the tagline, "Mmmm... toasty." Actor Michael Clarke Duncan formerly provided the voiceover for all Quiznos commercials. On September 18, 2006, Quiznos launched the most aggressive advertising campaign aimed at Subway. Dubbed the "Prime Rib Cheesesteak Challenge," customers were asked to compare the brand new Prime Rib Cheesesteak against Subway's Cheesesteak sandwich. The claim is that the Prime Rib Cheesesteak has twice the meat of Subway's Cheesesteak. If the customers are not satisfied, then they can fill out a form, mail the form along with their receipt, and they will receive a coupon for a free sandwich. In subsequent advertisements, Quiznos was shown competing with the fictional "Wrong Way" restaurant based on competing restaurants.