Prime Rib Melt makes its debut at Subway® Restaurants

SUBWAY^® Restaurants helps hockey fans get primed for the season with the new 100% Canadian beef Prime Rib Melt

TORONTO, Oct. 1, 2014 /CNW/ - Starting today Canadians looking for that premium steak house taste need to look no further than SUBWAY^® Restaurants with the launch of the new Prime Rib Melt.  Made with tender pieces of thick-cut 100% Canadian beef tossed in an au jus glaze, topped with sliced cheddar cheese and served on freshly toasted Italian bread, this sandwich is available at participating locations across Canada for a limited time.

"The Canadian beef industry is thrilled to be providing SUBWAY^® Restaurants across Canada with 100% Canadian beef," said Rob Meijer, President, Canada Beef. "This is a great opportunity for our local producers to showcase their top quality product in a premium quality sandwich."

To welcome the new sandwich to the team, SUBWAY^® Restaurants will be helping hockey fans across Canada get primed to cheer on their teams this season. To support the launch, SUBWAY^® Restaurants is asking Canadians to share their quirkiest pre-game rituals via Facebook and Twitter. From taking a vow of silence, to wearing a lucky pair of socks to a handshake that wards off bad luck, players and fans alike tend to have unique pre-game rituals. Fans can share their rituals by following @SUBWAYCanada and using #SUBWAYGetPrimed.

"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, 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."

In addition, SUBWAY^® Restaurants, in partnership with BuzzFeed, will be profiling the top 10 pre-game quirky hockey rituals in Canada. The Get Primed with SUBWAY^® campaign will also be supported through tailored social media content using #SUBWAYGetPrimed.

Several agencies are supporting the launch of the Prime Rib Melt. Public relations and social media, including the consumer promotion, were developed by Veritas Communications. Television creative was produced by kbs+ and digital media was developed by MMB. All media buying was coordinated by Carat. 

About SUBWAY^® Restaurants

SUBWAY^® Restaurants is the world's largest submarine sandwich franchise, with more than 42,000 restaurants in over 100 countries and more than 3,000 restaurants in Canada.  In 2011, the SUBWAY^® chain surpassed McDonald's in the number of restaurant locations worldwide. Headquartered in Milford, Conn., the SUBWAY^® restaurant chain was cofounded by Fred DeLuca and Dr. Peter Buck in 1965. For more information about the SUBWAY^® chain, visit www.SUBWAY.com.

SUBWAY^® is a registered trademark of Doctor's Associates Inc.

About Canadian Beef

Canada Beef Inc. is the cattle producer-funded and run organization responsible for domestic and international beef and veal market development.  It has offices in Canada, Mexico, Japan, China and Taiwan.  Canada Beef Inc. works to foster loyalty to the Canadian beef brand and build strong relationships with trade customers and partners.  These efforts increase demand for Canadian beef and the value producers receive for their cattle.

SOURCE: SUBWAY RESTAURANTS