Subway is playing on its continued success tying its brand to Mr. Fogle, who began a diet of two Subway sandwiches daily in 1998 and lost 245 pounds. Subway executives have calculated from consumer e-mails, phone calls and letters that Mr. Fogle’s story has inspired others to lose more than 160,000 pounds using similar Subway diets, and they hope to garner even more followers with the launch of a new campaign dubbed “Fresh Resolutions.” The sandwich chain's tagline is "Eat Fresh."
A believable spokesman
“Jared speaks to the common man,” and because he has been able to keep off the weight he is especially believable, said Subway spokesman Les Winograd. This time around, Mr. Fogle will speak to the common man even more directly.
Subway kicks off its push with prime-time network and cable TV ads as well as local radio and print ads that tout a Web site (freshresolutions.com) where consumers can sign up for a month of daily inspirational phone messages from Mr. Fogle to keep them on the right track. Examples include quips like “Hump day can be a tough day” on Wednesdays. Though the site doesn’t go live until the promotion kicks off Jan. 2, consumers can sign up in advance for an e-mail reminder from Mr. Fogle.
During the effort, which will also be promoted via point-of-purchase materials in Subway locations, Subway will offer a weeklong hotline consumers can call to speak to nutritionists and will feature an online instant-win game with daily prizes.
Subway parted with Omnicom Group's Goodby Silverstein & Partners, San Francisco, this summer and has been working with independent McCarthy Mambro Bertino, Boston.