SUBWAY Shoots N’ Scores With Tasty Prime Rib Melt Campaign #SUBWAYGetPrimed

BY: 

Dave Forde
October 1, 2014

Starting today Canadians looking for that premium steak house taste need to look no further than SUBWAY® Restaurants with the launch of the new Prime Rib Melt. Made with tender pieces of thick-cut 100% Canadian beef tossed in an au jus glaze, topped with sliced cheddar cheese and served on freshly toasted Italian bread, this sandwich is available at participating locations across Canada for a limited time. “The Canadian beef industry is thrilled to be providing SUBWAY® Restaurants across Canada with 100% Canadian beef,” said Rob Meijer, President, Canada Beef. “This is a great opportunity for our local producers to showcase their top quality product in a premium quality sandwich.” To welcome the new sandwich to the team, SUBWAY® Restaurants will be helping hockey fans across Canada get primed to cheer on their teams this season. To support the launch, SUBWAY® Restaurants is asking Canadians to share their quirkiest pre-game rituals via Facebook and Twitter. From taking a vow of silence, to wearing a lucky pair of socks to a handshake that wards off bad luck, players and fans alike tend to have unique pre-game rituals. Fans can share their rituals by following @SUBWAYCanada and using #SUBWAYGetPrimed. “Whether it is powering up the night before a big game or hours before tuning in, the new Prime Rib Melt allows Canadians to fuel up on premium 100% Canadian beef,” said Kathleen Bell, Director of National Marketing, SUBWAY® Restaurants of Canada. "Prime rib is a tender, flavourful cut of beef that is often reserved for special occasions but now Canadians can indulge any time with the new Prime Rib Melt.” In addition, SUBWAY® Restaurants, in partnership with BuzzFeed, will be profiling the top 10 pre-game quirky hockey rituals in Canada. The Get Primed with SUBWAY® campaign will also be supported through tailored social media content using #SUBWAYGetPrimed. Several agencies are supporting the launch of the Prime Rib Melt. Public relations and social media, including the consumer promotion, were developed by Veritas Communications. Television creative was produced by kbs+ and digital media was developed by MMB. All media buying was coordinated by Carat.As the weather starts to take a turn SUBWAY Restaurants is turning up the heat with the launch of the new Prime Rib Melt. Made with tender pieces of thick-cut 100% Canadian beef tossed in an au jus glaze, topped with sliced cheddar cheese and served on freshly toasted Italian bread, this sandwich is available at participating locations across Canada for a limited time.
To welcome the new sandwich to the team, SUBWAY Restaurants will be helping hockey fans across Canada get primed to cheer on their teams this season. To support the launch, SUBWAY Restaurants is asking Canadians to share their quirkiest pre-game rituals via Facebook and Twitter. From taking a vow of silence, to wearing a lucky pair of socks to a handshake that wards off bad luck, players and fans alike tend to have unique pre-game rituals. Fans can share their rituals by following @SUBWAYCanada and using #SUBWAYGetPrimed.

“Whether it is powering up the night before a big game or hours before tuning in, the new Prime Rib Melt allows Canadians to fuel up on premium 100% Canadian beef,” said Kathleen Bell, Director of National Marketing, SUBWAY Restaurants of Canada. “Prime rib is a tender, flavourful cut of beef that is often reserved for special occasions but now Canadians can indulge any time with the new Prime Rib Melt.”

In addition, SUBWAY Restaurants, in partnership with BuzzFeed, will be profiling the top 10 pre-game quirky hockey rituals in Canada. The Get Primed with SUBWAY campaign will also be supported through tailored social media content using #SUBWAYGetPrimed.

Agency Behind Subway’s #SUBWAYGetPrimed Campaign:

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Public Relations & Social Media – Veritas Communications

Television Creative – kbs+

Media Buying – Carat

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Dave Forde


Dave “The Connector” Forde has been involved in the marketing, public relations and technology industry across Canada for over 20 years in various sales and marketing roles, he launched The Connected One network of business sites which connects buyers to the right sellers. Profectio and PR In Canada covers news about the marketing and public relations industry each day helping professionals advance their career and businesses. He also serves as an advisor to a number of businesses across the country. Find Dave on LinkedIn and Twitter.


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