Industry News | December 4, 2013

Subway Turns Up the Heat with Fiery Promotion

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SUBWAY Restaurants, in collaboration with leading Canadian distributor Entertainment One, is turning up the heat. The chain has launched a new, limited edition line of Fiery Footlong sandwiches which feature a creamy new Sriracha sauce. And to further spice up the SUBWAY Restaurants experience, a new branded promotion launched on November 1, 2013 in support of the second film in Lionsgate's global blockbuster Hunger Games feature film franchise, The Hunger Games: Catching Fire. The Hunger Games: Catching Fire opens in theatres and IMAX across Canada and around the world on November 22, 2013.

 

"At SUBWAY, we're always looking for new and exciting ways to engage our customers - innovation is at the core of our brand," says Kathleen Bell, director of national marketing, SUBWAY Restaurants in Canada. "We're excited to be wrapping up 2013 with our hottest promotion to date, offering our customers a way to experience The Hunger Games: Catching Fire that they can't get anywhere else."

 

The Hunger Games: Catching Fire promotion offers SUBWAY customers the chance to win $1 million presented by Coca-Cola, plus hundreds of secondary prizes, with every 21 oz. fountain drink purchased at a participating restaurant. Contest entry, and full contest details, are online.

 

The Fiery Footlong line of sandwiches includes a Sriracha Steak Melt, a Turkey Jalapeño Melt, and a Sriracha Bacon, Egg & Cheese breakfast sandwich. Also featured are the new Jalapeño Cheese bread and creamy Sriracha sauce, both of which will be in restaurants for a limited time only. Finally, a new fiery soup, Poblano Corn Chowder, is also available for a limited time.

 

The Hunger Games: Catching Fire promotion and the new Fiery Footlong collection, will be promoted through a national media campaign in English and French Canada, as well as extensive social media promotion.