Subway, whose former spokesman Jared Fogle last year was convicted of child pornography, on Friday introduced a campaign focused on how it it wiping its slate clean with "fresh locally grown produce" that is "free of artificial preservatives."
The company is also recasting its logo with a design it said "stands up tall, bold and confident, capturing the essence of the brand in a fresh, contemporary look."
Interestingly, the commercial was not created by BBDO, which took over as agency of record last August, but by MMB, the shop it replaced. "BBDO is our agency of record and they are working on a number of projects for us," Subway said today in an email. "We also maintain a relationship with MMB, as well as other agencies, and often use them for creative projects as well."
While Subway's positioning has always been "Eat fresh," the new effort focuses on the company's and its consumers' "appetite for better." In one of the spots, called "Clean Slate," a heavyset man works out on a treadmill, a young female football player goes into the game and a dog is rescued from a shelter as the voice-over talks about its clean food efforts.
The spot ends with "The best way to stay fresh is to never get stale," and offers the hashtag #SearchforBetter.
The new logo will roll out globally beginning in 2017. Subway said it was "a cross-functional project led by our creative team, working with a variety of design partners."
Subway's move is in line with other restaurant chains that are embracing more locally sourced and fresher foods. Just last week, McDonald's removed high-fructose corn syrup from its sandwich buns and took artificial preservatives out of items including Chicken McNuggets.