Subway has launched a new ad campaign for fall that intends to reinforce its reputation as a quick-service provider of healthful meal options. The campaign includes television and online advertising.
One of the TV spots, created by agency of record MMB, Boston, satirizes the popular CrossFit fitness phenomenon. In “Crop Fit,” barbells and medicine balls are replaced with 19th century farming equipment and a farmer barking at a 20-something to train harder. “Eat Fresh” remains the chain tagline, and healthful food the promise.
“We had a little fun creating our own entertaining interpretation with ‘Crop Fit,’ while simultaneously reinforcing that Subway is a simple way to enjoy eating better,” said CMO Tony Pace.
The Milford, Conn.-based chain, which has more than 42,000 locations in 106 countries, has been promoting healthful choices for years, from spokesman Jared Fogle’s weight loss in 2000 to its “Veggie Freshness” campaign launched in August.
Subway also made a commitment in January to the Partnership for a Healthier America to promote more healthful food choices for kids. That commitment includes a promise to “deliver $41 million in media value” over three years to market better-for-you options to children and families, with a focus on encouraging kids to eat more fruit and vegetables.
The sandwich chain’s second humorous TV spot premieres in conjunction with Thursday’s NFL season opener and features its latest trio of so-called “Famous Fans:” Washington Redskin Robert Griffin III; New York Giant-turned-Oakland Raider Justin Tuck and Minnesota Viking Anthony Barr, discussing the merits of fresh vegetables and lean protein. The ad runs during the game and will continue to air throughout the fall.
Besides encouraging customers to visit Subway locations, the chain launched the campaign to remind customers they can confidently enjoy the sandwiches they love.
“Subway is an acknowledged leader in healthy options,” Pace said. “Our latest effort will reinforce this in a new way.”
The ads will be featured on both national television networks and cable channels. The TV spots are also available on Subway’s YouTube channel, as well as across its social media channels, including Twitter, Facebook and Tumblr.
“Subway has a significant social media footprint and robust digital marketing platform,” Pace said, to promote the campaign message, adding that he is banking on social media’s ability to create viral conversations.
The TV ads are “inviting consumer conversation inspired by humor,” Pace said. “It also shows consumers who want to take care of themselves that Subway can easily fit into the diets.”