SBD/17/Sponsorships Advertising Marketing

SUBWAY LOCKS HORNS WITH PATRONS THROUGH BULLS PROMO

          Chicago-area Subway restaurant operators will kick-off
     a promotion linked to the Bulls beginning May 1, according
     to George Lazarus of the CHICAGO TRIBUNE.  Chicago-based Hal
     Riney & Partners Heartland created the promo for 382
     participating area Subway stores, which includes red Bulls'
     helmets with seven-inch horns available at Subway stores for
     $3.99.  Subway proprietors are "hoping that customers will
     buy a 'fresh value meal' being promoted with the helmets." 
     The plastic helmets will also be distributed free during one
     of the Bulls' playoff games in May, to the first 15,000 fans
     entering United Center.  Lazarus: "These helmets -- 400,000
     have already been ordered -- may well remind fans of the
     'cheeseheads' worn by Green Bay Packers and University of
     Wisconsin worshipers."  Promos during the campaign feature
     the tagline, "Wear The Horns" (CHICAGO TRIBUNE, 4/16).

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Related Topics:

Chicago Bulls, Green Bay Packers

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