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 Canadian beef tossed in an au jus glaze, topped with sliced Cheddar cheese, and served on 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 percent Canadian beef,” says Rob Meijer, president of 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 percent Canadian beef,” said Kathleen Bell, director of national marketing for Subway Restaurants of Canada. "Prime rib is a tender, flavorful 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.