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Subway begins Lucky Lobster promotion

Subway Canada of Toronto has begun a contest promotion in support of a limited-time menu item called the Atlantic Canada Lobster Sandwich. The contest, called the "Lucky Lobster Sweepstakes and Instant Win Game," is open to customers of the chain nationally. Consumers who purchase eligible beverages will receive a specially-marked cup with a peel-off label concealing a code number. The number can be checked online at <http://www.subway.com>. When this is done, an animation will show a trap being lowered into a pool of lobsters. If the trap catches a "lucky lobster," the consumer will win one of 400 $50 Subway gift cards. All participants will be entered into a random draw for the grand prize of $20,000. The promotion will run until Sept. 6, supported with national television and digital advertising.

"Our Atlantic Canada Lobster Sandwich became one of our best-selling sandwiches when we launched it nationally for a limited time last summer," said Kathleen Bell, director of national marketing at Subway Restaurants Canada. "That's why we're thrilled to partner with the Lobster Council of Canada to bring back our popular Lobster Sandwich to Canadians coast to coast this summer."

The contest was developed by Simon Pure Marketing, while the advertising campaign was created by Sid Lee. Media buying is being handled by Carat. Public relations and social media activities are being conducted by Veritas Communications.

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