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Subway, Disney begin Big Hero 6 promotion

Toronto-based sandwich chain Subway Restaurants Canada has begun a joint promotion with Walt Disney Studios Motion Pictures Canada in support of its upcoming film Big Hero 6. The promotion includes in-restaurant materials, a national advertising campaign and a Twitter-based contest to attend advance screenings of the movie. Public relations and social media for the campaign, including the consumer promotion, are being conducted by Veritas Communications. The television creative was developed by KBS+, while the digital media was produced by MMB. Media buying was coordinated by Carat.

"Our relationship was forged with Disney back in 2012, when we were brought together by a shared desire to promote smarter eating choices and make active lifestyles fun for families across Canada," said Kathleen Bell, director of national marketing at Subway. "With so much excitement building around this action-packed movie, Big Hero 6 marks a notable milestone for Subway Restaurants and its ongoing collaboration with Walt Disney Studios Canada."

Big Hero 6 will open in Canada on Nov. 7.

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