Subway Restaurants of Canada has launched an integrated campaign to promote its new limited-edition lobster sandwich.
While previously lobster has been available in the summer at Subway restaurants only in Atlantic Canada, it’s now available at Subway locations across Canada.
The campaign includes TV, radio, outdoor and digital by KBS+, as well as a social media contest created by Veritas Communications. The contest asks Canadians to tweet a “seflie” with their lobster sandwich and the hashtag #LobsterSelfieContest.
The grand prize is an outdoor lobster party complete with a platter of Subway lobster sandwiches, a $100 Subway gift card and an outdoor party pack. Secondary prizing includes 10 $25 Subway gift cards. The contest runs until July 23.
“We’re doing traditional means of communication around this offer, but we always try to do something a bit special, especially around social media, with some of our bigger promotions and limited-time offers,” said Kathleen Bell, director of national marketing at Subway Restaurants of Canada.
“Everyone loves taking pictures of their food and everyone loves to take selfies. So we thought, ‘let’s see how many people we can get taking pictures of themselves and the lobster sandwich,’” added Bell. “The aim is to drive more traffic and trial of the lobster sandwich and let our consumers have fun with it as well.”
The ads, meanwhile, focus on the fact that the lobster comes from Atlantic Canada. In the 15- and 30-second spots, two guys tuck in to lobster sandwiches at a Subway. At the first bite, one of them is transported to a fishing vessel in the middle of a stormy ocean, driving home Subway’s new “fresh effect” message.
“We wanted to [convey] that this 100% Atlantic premium lobster and it is prepared fresh before your eyes,” said Bell.
