After a full agency review and competitive pitch, Subway Restaurants Canada has chosen Sid Lee as its new creative agency of record.

Sid Lee will lead work on a national level in English and French from Toronto, with support from the Montreal office. The the agency will work on strategy, mass platforms, in-store and digital. The assignment begins immediately and the first work will debut this spring.

The account moves to Sid Lee from KBS, which won the account from Publicis in 2007 when KBS was still known as Allard Johnson.

The last work on Subway from KBS will be the recently-launched promotion tied to the upcoming release of Avengers: Age of Ultron.

Subway also provides regional marketing for its 3,100 franchisees. Last March, Twist Marketing was appointed to handle the work in Alberta, and in July, a partnership between Grey Toronto and Austin-based agency Proof Advertising was selected to do the same in Southwestern Ontario.

Update, 11:51 a.m.: Toronto-based promotional and experiential agency Simon Pure Marketing has announced it has been awarded Subway’s promotional business in Canada. The agency was selected after a short RFP process.

The business is the first QSR work for the agency, which has previously focused on entertainment, lifestyle and consumer clients. One of those clients includes Walt Disney Studios in Canada, which has been working with Subway globally to promote its films since 2012. Simon Pure’s first work as part of the assignment was the Subway/Avengers cross-promotional contest.

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