In response to the childhood obesity epidemic sweeping the nation, Subway has invested between $25 to $35 million, or 20% of its national advertising budget, to raise awareness and educate communities on the need to prevent and treat childhood obesity.
The sandwich chain is also reviving the image of long-time spokesman Jared Fogle as part of its new ad campaign.
This new initiative, called F.R.E.S.H. Steps, (Feel Responsible, Energized, Satisfied and Happy), encourages kids and adults to eat healthy foods and have an active lifestyle. The QSR is also expanding its partnership with the American Heart Association as the first-ever sponsor of their Jump Rope for Heart program.
F.R.E.S.H. Steps includes a public awareness TV campaign with spots featuring Fogle as well as kids that have improved the quality of their lives; healthy lifestyle tips; a school-based curriculum and activity-based toys such as Frisbees in Kids’ Pak meals that include a fresh deli-style sandwich and 100% fruit juice.
The new Fogle ads were produced by Fallon Worldwide, Minneapolis, before Subway dropped the agency in May after less than a year of service (Xtra May 26). Fallon, a unit of Publicis, was responsible for developing the creative behind the “It’s OK, I had Subway” ads. The quirky ads targeted health-conscious consumers, however they were poorly received and considered hard to understand by both consumers and Milford, CT-based Subway execs.
Fogle famously lost nearly 250 lbs. eating a daily regimen of Subway sandwiches.
Network
