Subway begins metric campaign
By Rob Bale
Sandwich chain Subway Canada has begun a campaign for a limited-time collection of menu items called “Canadian Classics.” As part of the promotion, the sandwiches will be described with the metric measurement of 15.24 centimeters rather than the chain’s usual description of six inches. The “Ditch the Inch” campaign consists of television, radio, out-of-home and digital advertising, as well as social media content and in-store materials. It was developed by Dentsu Canada, with media work by Carat, social media support from DonerNorth and public relations by Veritas Communications.
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