Subway prepares Commit to Fit campaign
Sandwich chain Subway Restaurants will begin a new national consumer marketing campaign called "Commit to Fit" on June 13. The program is intended to encourage Canadians to make healthy lifestyle changes. Consumers will be invited to submit their personal stories about living more healthy lives. Online public voting will help select two winners to accompany Subway spokesperson Jared Fogle on a promotional tour that will visit Vancouver, Calgary, Edmonton, Montreal, Halifax and Toronto in October. Each winner will also receive $10,000. The campaign will include English- and French-launguage media exposure with Roger Media, AOL and Sympatico. This will consist of health-oriented consumer content, homepage exposure on health websites, banner ads, television commercials and print ads in Best Health magazine, as well as public relations social media activities. Subway has also introduced a new tool at <http://www.freshenergy.com/nutrimeter> and at its Facebook page that will allow users to calculate the nutritional value of a given sandwich. "Subway sandwiches have always been a fast and nutritious solution for people looking for healthier options on the go," said Kathleen Bell, the company's co-director of marketing. "Our Commit to Fit program takes it to the next level and signals our commitment to offering our customers not only healthier options, but providing new online tools, advise from health and fitness experts and nutrition information they need to make eating choices that are right for them." The campaign was primarily developed by Veritas Communications, which is also providing public relations and social media support. KBS&P Montreal handled the creative and digital materials, while Carat conducted the media buying and online partnerships.