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Subway targets families with Muppets push

Friday March 14, 2014 at 4:06pm
Sandwich brand Subway is launching a seven-week, multichannel campaign that ties in with the launch of Disney’s Muppets Most Wanted film. The link, which targets families with the introduction of avocado and two new Subs sandwiches, focuses on Kermit the Frog. It will offer six limited edition Muppets Most Wanted kids’ packs to collect and be backed by an above-the-line campaign launching on this month with 30-second and 10-second TV ads featuring Muppets characters, Kermit, Miss Piggy and Constantine. The deal was developed by the Subway and Disneymedia+, the integrated ad sales, promotions and marketing solutions arm of Disney UK and Ireland. In addition to the six exclusive Muppets Most Wanted Kids’ Paks, in-store standees will allow kids (and fun-loving parents) to immerse themselves in the Muppets world and see their face on a ‘Most Wanted’ poster, surrounded by the Muppets cast. Online, social media competitions to win Muppets prizes as well as exclusive behind-the-scenes footage of the cast on the Subway’s Facebook, Twitter and YouTube channels throughout the campaign. The limited edition Muppets Most Wanted Kids’ Paks are available in store now, ahead of the film’s release on 28th March. The Kids’ Pak™ includes a low-fat 4-inch Sub, Capri Sun Fruit Crush drink and a Bear Pure Fruit Yoyos, and comes with one of six limited edition collectable Muppets Most Wanted drawstring bags.[ii] Manaaz Akhtar, regional marketing director for the Subway brand in Europe, said: “Our new range of Kids’ Paks are a great, collectable item that kids will be excited about long after they’ve finished their meal, and the introduction of avocado means there’s a new reason for parents to be excited about visiting Subway stores too. We’ve seen a substantial increase in the number of families heading to our stores, and we’re excited to be able to offer these families exclusive Muppets experiences both in-store and online.” Barnaby Rothwell, director, promotions, Disneymedia+ EMEA added: “The Muppets gang is bringing excitement and mayhem to a great family promotion. It is fantastic to be working with the SUBWAY® brand once again and promoting healthier food choices to families by bringing fun to meal times through the Muppets Most Wanted Kids’ Pak.”
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