Bayer, Subway begin joint promotion
By Adnews Staff
The consumer care division of Toronto-based Bayer HealthCare has begun a joint promotion with sandwich chain Subway in support of its One A Day WeightSmart vitamins. This is the first time the two companies have conducted a co-promotion. During the initiative a coupon for a free six-inch sub will be included on specially-marked boxes of the vitamins. The promotion will run nationally, excluding Quebec, through the first quarter of the year. It will be supported with flyers and in-store materials. "One A Day WeightSmart and Subway target the same health-conscious demographic," said Marcus Evans, president of Proximity Canada, the firm which is handling the initiative. "This is a new type of promotion for Bayer, as it represents the first time the brand has partnered with a food company." The product line is aimed at consumers who are trying to manage their weight.