Subway Canada is set to launch a major marketing initiative that includes a cross-country media tour by brand spokesperson Jared Fogle.
Fogle, who became a staple of Subway advertising after losing 245 pounds on a diet that included Subway sandwiches, will make stops in Vancouver, Edmonton, Calgary, Toronto, Montreal and Halifax.
The tour, coordinated by Toronto public relations agency Veritas Communications, begins June 14 and supports Subway’s “Commit To Fit Ambassador Search,” a contest that will award its two winners $10,000 each and Fogle-like status as Canadian testaments to the chain’s healthy menu.
Beginning Monday, Canadians can enter the contest as Subway’s FreshEnergy.com/CommitToFit microsite, as well as its Facebook page. Entrants must upload stories and photos that demonstrate how Subway sandwiches have contributed to their healthy lifestyles.
In October, Subway will determine six finalists with two winners to be determined by online public voting.
Kathleen Bell, co-director of marketing for Subway Canada, said the tour and contest reflect the company’s positioning as a healthy quick-service food option for consumers.
“We want to show our commitment to providing health information, education, tools and resources to make healthy lifestyle changes,” Bell said.
Bell said the winning “ambassadors” would not necessarily be featured, as Fogle has, in Subway advertising.
“At this point we haven’t determined that,” Bell said. “We’ll meet the finalists and meet the two winners and at that point we’ll be determining what role we’d like them to play.”
In addition to Fogle’s tour, Subway is promoting the contest with an advertising blitz that includes television, print and digital executions in both English and French. The digital component includes blog content – provided by health experts – as well as advertising on health-related sites operated by Rogers Media, AOL and Sympatico.
The centrepiece of the print campaign is a split cover execution with Best Health magazine. The television element launches in July.
Montreal agency KBS+P has developed creative for the campaign, while the media buy is handled by the Toronto and Montreal offices of Carat.
Originally published in Marketing Magazine, June 13, 2011