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Subway begins Muppets campaign

Toronto-based sandwich chain Subway Restaurants has begun a joint promotion with Walt Disney Studios Canada in support of its upcoming movie "Muppets Most Wanted." Subway will promote the film in its restaurants and through a national media and social media campaign called "Subway Dinner and a Movie." During the promotion, Subway will also offer a "Muppets Most Wanted" branded menu item aimed at children.

A national English-language television campaign will run from March 1 to March 31 on speciality and conventional networks, supported by digital advertising. The initiative also includes a national contest, the winner of which will receive a trip for four to Los Angeles, tickets to the premiere screening of the movie and a $500 subway gift card. Secondary prizes will include gifts cards and Blu-ray copies of "The Muppets."

"Subway and Disney launched our collaboration in 2012, brought together by a shared desire to promote smarter eating choices and make active lifestyles fun for families across Canada," said Kathleen Bell, director of national marketing at Subway Restaurants of Canada. "The Subway Dinner and a Movie program is designed to give families exciting ways to make their dinner and a movie experience better than ever."

The television campaign was developed by KBS+, while digital media was developed by MMB. Media buying is being conducted by Carat. Public relations are being managed by Veritas Communications, which is also handling social media activities and the contest.

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