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Subway begins Get Primed campaign

Toronto-based sandwich chain Subway Restaurants has begun a launch promotion for a new limited-time menu item called the Prime Rib Melt. The social media promotion, called "Get Primed," is aimed primarily at hockey fans. It invites consumers to submit their pre-game rituals via Facebook or Twitter. Subway will then produce a list of the 10 "quirkiest" rituals in association with BuzzFeed.

The Prime Rib Melt launch campaign also includes television advertising, developed by KBS+. Public relations, social media activities and the consumer promotion are being conducted by Veritas Communications. Digital media work is being managed by MMB, while media buying is being conducted by Carat.

"Whether it is powering up the night before a big game or hours before tuning in, the new Prime Rib Melt allows Canadians to fuel up on premium 100% Canadian beef," said Kathleen Bell, director of national marketing at Subway Restaurants of Canada. "Prime rib is a tender, flavourful cut of beef that is often reserved for special occasions but now Canadians can indulge any time with the new Prime Rib Melt."

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