While Disney and McDonald’s had promoted carrots, apple slices and low-fat milk with Happy Meals, the chain still made most of its money on fattier burgers and fries, forcing the Mouse House to cut its ties with the company.

Instead, deal is closely tied to Disney’s nutrition guidelines set in 2006 that limits how the company’s characters and brand can be used when it comes to fast food partners. The theme of “empowering” kids attracted Disney, along with Subway’s image as a healthy alternative to burger chains.ĭisney stresses that its Subway pact is not a direct result of its recent Magic of Healthy Living Advertising guidelines that cuts back on the types of fast- and junk food marketing on its various platforms. Subway isn’t disclosing how much it’s spending on the “Brave” tie-in, but it’s “a big commitment on our part,” said Tony Pace, senior VP and chief marketing officer for the Subway Franchise Advertising Fund Trust.

Separate TV spots feature custom animation, created by Pixar, of the pic’s red-haired Scottish princess Merida promoting kids’ choices of what they want on their sandwiches (a separate ad was produced for Hispanic auds as well). (Up to 500,000 tickets are being distributed.) 1 in the U.S., focuses on Subway’s Fresh Kit for Kids meals that come inside reusable “Brave”-themed bags containing codes for free tix to the pic. The “Brave” promo effort, which bowed June 1 and runs through Sept. Deal, which is expected to extend to other films, is a potentially lucrative one for Disney, given that Subway operates more stores than McDonald’s - guaranteeing it more exposure than its previous partnership.

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