The SUBWAY® Chain: Communicating Health
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OBJECTIVE
To communicate the SUBWAY® chain’s health and wellbeing brand positioning and draw attention to the chain’s key brand asset – fresh food that fits within your lifestyle
STRATEGY
- MTPR recommended that SUBWAY® implemented three communication pillars
- Nutrition and diet
- Fitness and exercise
- Lifestyle and image
- Created a F.A.B team (fresh advisory board) made up of top nutritionist, celebrity trainer and UK’s no.1 female snowboarder to fit with each pillar
- Created a FRESH START plan offering nutritional, exercise and motivational tips in partnership with Fitness First
RESULTS
- 77 items of media coverage across national, regional, broadcast and online
- Total AVE of £316,533
- Reached a circulation and listenership audience of 6,275,573
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