Subway is extending its relationship with Disney, agreeing to promote the upcoming toon “Wreck-It-Ralph” after having launched marketing tie-ins around “Brave” and “Frankenweenie,” which bows Friday.
The sandwich chain is currently airing TV spots and has signage in its stores for the Tim Burton pic.
While fast-food partners have played a big role in studios’ tentpole marketing, Disney has eschewed such deals to promote healthy eating options for kids. Subway became an attractive alternative with its “Subway Fresh Fit for Kids Meal,” which includes a low-fat sandwich paired with sides such as apple slices, lowfat milk and bottled water.
The amount of exposure Subway offers also proved too attractive to pass up: While McDonald’s earns more in revenue, Milford, Conn.-based Subway operates 24,899 stores in the U.S. It has 37,000 outlets in 100 countries, ranking it only behind Yum! Brands’ KFC, Pizza Hut and Taco Bell.
At the same time, Disney enabled Subway to attract more families into its stores and broaden the eatery’s customer base.
“Working with Disney is a perfect fit for Subway, because we both have something we can offer everyone in the family,” said Jeff Larson, VP of global marketing, marketing development and activation at Subway restaurants.
The current “Frankenweenie” promotion, which involved Subway spokesman Jared Fogle serving as an official correspondent for Subway’s social media channels, in which he interviewed Burton and voice stars Winona Ryder and Martin Short, will run until Disney releases the videogame-themed toon “Wreck-It-Ralph,” out Nov. 2.
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