Analysis Of Mr. Sub

Mr. Sub is a Canadian restaurant, originally called Mr. Submarine before the 1990s has over 300 locations all over Canada as well as internationally as of last year. Their first store was opened in 1968 in Toronto’s 130 Yorkville avenue, which was then known as the ‘hippie’ area. Later in 1972, Mr. Submarine officially became Mr. Sub and then was bought by the MTY Food Group Inc. in 2011 (Mr. Sub). This commercial “Truly Canadian” produced by Mr. Sub TV mobilizes many ideas surrounding Canadian identity. These ideas include using Canadian national identity (nationalism) to sell their products creating many stereotypes of Canada all around the world. In purpose of developing their company, Mr. Sub being a small company compared

‘Roots Nationalism’ was a product of the globalizing world economy, of the growing emphasis on branded clothing and lifestyles, and of the particularities of the national crisis in Canada” (Carstairs 2012). This statement clearly argues that the brand ‘Roots’ created Canadian identity and used it as a mechanism to sell their product. Carstairs also mentioned that “over the past two decades, Roots, along with other companies such as Molson (a beer company whose leading brand, Canadian, features a maple leaf) and Tim Hortons (a chain of coffee and doughnut shops created by Canadian hockey great Tim Horton that capitalizes on Canadians’ love of doughnuts and coffee) has created a new type of branded nationalism in Canada” as this can be called stereotypes of Canadian lifestyle and using Canadian symbols to promote and sell products (Carstairs 2012). Furthermore, in 1983, “Roots was declared a good example of how a very human-orientated business can be carried on in the 80’s through integrity, quality and honestly” as this just shows how beneficial it is for people to have Roots merchandise through the manipulation of branding using nationalism (Patricia