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SBD/17/Sponsorships Advertising Marketing
SUBWAY LOCKS HORNS WITH PATRONS THROUGH BULLS PROMO
Published April 17, 1997
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).