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).