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:
Public Relations & Social Media – Veritas Communications
Television Creative – kbs+
Media Buying – Carat