Subway is stepping back into the spotlight—and onto the golf course—with the launch of the Happy Gilmore Meal, a nostalgic tie-in to the upcoming Netflix sequel Happy Gilmore 2. Available starting July 10, the meal comes with one of four collectible cups and access to an immersive online experience: Subway’s Happy Place. The campaign marks a delicious blend of pop culture and clever brand strategy, reminding fans why Subway still knows how to have fun.
“We’re excited to partner with Netflix and give fans more of what makes them happy—more ways to enjoy their favorite subs and more ways to engage with a world that we cherish as much as they do.” Cristina Wells, SVP of U.S. Marketing at Subway.
What’s in the Happy Gilmore Meal?
Subway guests can upgrade any Meal of the Day or combo for just $1 to score one of four limited-edition collectible cups. Each cup features hand-drawn illustrations of fan-favorite characters from the Happy Gilmore universe by sports illustrator Mickey Duzyj:
- Happy Gilmore – The legend himself
- Shooter McGavin – The unforgettable rival
- Hal L. – The former orderly with a grudge
- Oscar – Happy’s quirky new caddie
All meals also come with packaging that features a QR code linking to Subway’s Happy Place—a digital hub full of movie clips, sweepstakes entries, games, and merch.
Subway’s Happy Place: more than just a sandwich
Fans scanning the QR code on their meal packaging will unlock an online experience that blends fun and fandom. Subway’s Happy Place includes:
- Movie scenes and behind-the-scenes content
- A chance to win weekly sweepstakes (with over $1 million in prizes!)
- Games, branded merch, and limited-edition giveaways
Top prizes include:
- A custom Happy Gilmore golf cart
- Branded golf gear and apparel
- Weekly $3,000 cash prizes (yes, with oversized checks!)
- A grand prize trip to a golf resort for two
Rewards for loyal fans
Subway MVP Rewards members will get bonus entries for weekly sweepstakes and instant-win prizes, including up to $500 in Subway Cash and Topgolf Play codes worth $25 or $50.
The MVP Rewards program also offers exclusive deals on meals and access to future brand experiences, turning casual guests into repeat customers.
Pop culture with a purpose
This isn’t the first time Subway has leaned into entertainment marketing. From athlete endorsements to Super Bowl ads, the brand has long used partnerships to stay fresh (pun intended). But this campaign taps into both nostalgia and modern-day fandoms in a smart, social-friendly way.
By reviving the iconic Happy Gilmore brand through the lens of digital interactivity, Subway reaches multiple audiences—millennials who remember the original film and Gen Z streaming fans discovering it for the first time.
Subway swings back into pop culture
- Subway’s Happy Gilmore Meal launches July 10 in the U.S. and Canada
- Upgrade any combo for $1 to receive a collectible cup
- Four unique character cups designed by Mickey Duzyj
- QR codes unlock Subway’s Happy Place, a digital fan zone
- Weekly sweepstakes and $1M+ in prizes for MVP Rewards members
Learn more and enter before the promo ends on September 18, 2025.
And the excitement at Subway doesn’t stop with limited-edition tie-ins. Later this year, fans can look forward to the return of Subway’s Fresh Fit® menu, featuring protein-packed sandwiches under 500 calories: a perfect example of how the brand balances fun, nostalgic campaigns with everyday, better-for-you options. From collectible cups and immersive fan experiences to health-forward sandwiches, Subway continues to engage its audiences in multiple ways, showing that creativity and convenience can coexist on every menu.
Fun + food = connection
Food brands are increasingly using entertainment tie-ins to stay top-of-mind—and Subway nails the brief with this playful, well-executed campaign. The Happy Gilmore Meal isn’t just a menu item—it’s an entry point to experience, nostalgia, and brand loyalty.
If you’re a foodservice brand looking to connect with consumers in fresh ways, take notes. From themed packaging to digital worlds, this kind of storytelling goes far beyond the sandwich.
Looking to spice up your own product launch or explore bulk ingredient solutions for custom collabs? Contact our team today—we’ll help you hit a hole-in-one.
