Subway Canada is teeing off a new campaign to coincide with the Netflix premiere of Happy Gilmore 2, nearly 30 years after the brand appeared as a sponsor in the original movie.

Developed in partnership with Dentsu, the campaign features 30-, 15- and six-second spots starring Christopher McDonald as the film’s antagonist Shooter McGavin. The multimedia rollout integrates TV, online video, social media and digital platforms and includes significant investment in Netflix pause ads, along with TV spots for the July 13 to 20 Open Championship PGA tournament.

Carat is handling media planning and buying, Doner is managing organic social media and Veritas is leading PR and influencer marketing.

Courtney Hindorff, managing director at Subway Canada, tells strategy that the campaign is intended to drive foot traffic and increase the brand’s cultural relevance by emphasizing Subway’s connection to the original film. One iconic scene from the 1996 movie shows Adam Sandler’s hockey-player-turned-golfer Happy Gilmore striking a sandwich off of tee into a fan’s mouth while enthusiastically endorsing Subway in a television commercial.

“Unlike previous campaigns that emphasized our menu, value or innovation, this one is rooted in cultural relevance and Subway’s rich history with Happy Gilmore,” Hindorff says.

The QSR is targeting Gen Z viewers who are experiencing the franchise for the first time. Hindorff says the demographic’s digital savvy and appetite for nostalgic pop culture makes them a perfect audience for commercials about a reimagined comedy classic. By reaching Gen Z, Subway hopes to forge emotional connections that last well beyond the campaign.

The rollout includes the Happy Gilmore Meal, a $1 combo upgrade that comes with one of four collectible cups featuring iconic characters such as Happy Gilmore, Shooter McGavin, Hal and Happy’s new caddie, Oscar.

Subway’s visual identity is also being reworked with a retro logo to align with the campaign’s 90s theme.

“This is an exciting partnership that’s allowed the Canadian and U.S. teams to work collaboratively, connecting the film’s launch to a fantastic meal and promotion that includes a Happy Gilmore 2 collectible cup,” Hindorff says.