Subway is setting up blind dates while disproving the adage that there’s no such thing as a free lunch.

In “Meat Cute,” launched to coincide with Valentine’s Day, unsuspecting passers-by are paired up for impromptu lunch meetups over Subway sandwiches.

The brand says the campaign is designed to inspire spontaneity and foster genuine connections. It’s informed by insights that dating app fatigue is spurring a movement toward more real-life experiences, with 79% of Gen Z valuing in-person connections over digital.

Last spring, Subway launched its largest ever Canadian campaign and overhauled its menu, an overture to reconnect with a younger audience.

“We’re constantly pushing ourselves – and our agency partners – to find unique ways to strikethrough with younger audiences,” says Lisa Mazurkewich, head of marketing for Subway Canada “We know that Subway is the fresh choice, and we wanted to take that idea beyond our food with fun, shareable creative that tapped into the Gen Z mindset.”

Mazurkewich tells strategy the brand’s agency partners – which include Dentsu Creative, DonerNorth, Carat and Veritas – nimbly brought this campaign to life within two weeks.

The campaign is supported with organic and paid social media, and PR support leveraging influencer content, earned media relations and sponsored editorials. The content includes dating tips from Canadian relationship therapist and media personality Kimberly Moffit.