Subway is spicing up its National Sandwich Month promotion with some swag that brings both fashion and function to the fore.

The QSR is rolling out a branded “Footlong Fanny Pack” that the QSR’s head of marketing, Lisa Mazurkewich, says is designed to hold the second sandwich Canadians are getting as part of its buy one, get one 50% off deal, which is running through to the end of August.

“Fanny packs are undoubtedly one of the hottest accessories of the decade,” she tells strategy. “We saw a timely, culturally-relevant (and brand true) opportunity to bring to life thoughtfully designed Subway swag that is highly functional, and that answers the good problem brought on by our National Sandwich Month BOGO deal.”

While the function of the swag – which the brand is offering in an online giveaway – is clear for customers, it also serves a very specific purpose for the brand. The swag not only builds upon the offer Subway has in market right now, but also upon the launch of its Subway Series menu overhaul, by giving Canadians “a fun and fashionable way” to engage with the brand (and, of course, take a second of the chef-crafted sandwiches along with them).

“The ‘Footlong Fanny Pack’ has blossomed to be the crux of a dynamic, multi-channel marketing strategy,” Mazurkewich says, with organic and paid social, OLV, PR and media outreach components. It also helps “get the campaign in the hands of our fans and create engagement.”

The giveaway was devised and came to fruition in what Mazurkewich describes as a “lightning-fast turnaround time,” which was “essential to align with National Sandwich Month and the wrap up of our BOGO deal” that is closing at the end of August.

Mazurkewich says the giveaway is “an adventurous, Subway-first test-and-learn for us,” and that the brand will be measuring a number of factors that include social engagement, total sales of the fanny pack itself, site visits and use of its BOGO promotional code, in order to track its success.

“We’re excited to launch something fun and unexpected, and to see how Canadians react,” she says.

Subway worked closely with agency partner Dentsu Canada on creative, while Carat handled media and Veritas dealt with the PR.