Subway offers Footlong Fanny Pack
By Rob Bale
Sandwich chain Subway Canada has begun a promotion during which it will sell a “Footlong Fanny Pack” designed to make carrying a subway sandwich easier. The branded merchandise is being offered in conjunction with a limited-time offer during which consumers who buy one sandwich can buy a second for half price. Consumers can buy a pack online at <http://www.footlongfannypack.com>. The pack will also appear in social media creative through August as well as in television broadcast segments and influencer content. The promotion was developed by Dentsu Canada, with media work by Carat and public and social relations by Veritas.
“The Footlong Fanny Pack began as a playful, creative solution to the challenge of juggling too many footlongs during our BOGO deal throughout National Sandwich Month,” said Lisa Mazurkewich, head of marketing at Subway Canada. “From there, the Footlong Fanny Pack has blossomed to be the crux of a dynamic multi-channel marketing strategy, one that touches organic and paid social, online video, PR and media storytelling. We are so excited to share the Footlong Fanny Pack to sub fans from coast to coast to coast.”