New Subway Campaign: Sandwiches and Superheroes (No More Diet or Weight Loss, Change Your Lifestyle)

25 September 2007

Ask anyone on the street what’s their favourite healthy fast food choice – and almost everyone will say Subway. Recently Subway Restaurants in Australia have stepped up their healthy offerings to more than just fresh, low fat, delicious subs, by ditching the chips – and offering new healthy sides, like fresh sliced apples, low fat yoghurt and zero sugar drinks, like water to create the new Subway Fresh Fit Meals.

So how do you create a bang about a great new menu when there’s so much noise about health already in the fast food market?  You know the answer….GET CREATIVE!

Starting with ‘pie in the sky’ ideas, the awesome team at H&K (if I do say so myself) developed a targeted, integrated and creative campaign to reach more than 1000 Subway Franchisees, over 30 of Australia’s key opinion leaders in the area of health and nutrition, the Australian media and, most importantly – all those people out there that want to live a healthier lifestyle and eat well.

The campaign centered on Subway’s key messages – we’re all busy and we want fun and inspiring ways to eat well, as well as be active and healthy.  We assembled a team of experts to develop easy, fun and fast information that anyone can use to get healthier and active – all the tips and info housed on a brand new website (check it out!)

An accredited practising dietitian (Kate Di Prima) was on board from the start – to make sure the meals were as healthy as possible for Australians, and focused on getting in touch with health professionals and stakeholders to educate and gain support and advocacy.  Kate also developed practical everyday tools for everyday Aussies to better understand their diet and nutrition via the website.

Continuing his strong association with Subway Restaurants, the original Australian Biggest Loser, Adro Sarnelli, worked together with Hollywood personal trainer to the stars, Michael George, to develop three different levels of exercise programs, a fitness assessment and general hints, tips and tricks for staying active, including “Random Acts of Fitness”.  

The Random Acts of fitness concept was developed to capture the imaginations of Aussies who are pushed for time, but want fun, sometimes crazy ideas for ways to incorporate activity into the day.  Random Acts of fitness include things like:
•    While waiting in line at the supermarket, the bank, or Subway, squeeze your butt cheeks together, alternating your cheeks
•    Next time you leave your desk to go to the printer, try lunge walking your way there
•    To boost your workout and spice up the mundane, try wearing a backpack next time you vacuum
•    Using your abdominal muscles, hold your feet off the ground when you’re sitting in the bus or car

The campaign took it to the streets too!  H&K developed the Subway Fresh Fit Heroes – crazy superheros to encourage those on-the-go to ‘get physical’ with some Random Acts of Fitness!  Subway’s Australian and international spokespeople headed out on a national tour of key capital cities to promote the launch with the Subway Fresh Fit Heroes and to get some on-the-ground media and buzz generated to launch the campaign.

And the campaign provides everyone with something free – in the form of water bottles and MP3/mobile phone workout holders – and the chance to win some cool fitness prizes like bikes, trainers and gym memberships.  

The campaign checks off all the right boxes to engage consumers in on the fun – compelling information, easy to participate, ability to win something, credible experts and more.  A great case study to use as a benchmark for future campaigns.  Go Subway!  

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7 Responses to “New Subway Campaign: Sandwiches and Superheroes (No More Diet or Weight Loss, Change Your Lifestyle)”

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