Subway pushes '5-a-day' message in new campaign

Subway: 'Strictly Come Dancing' star Louis Smith appears in ad
Subway: 'Strictly Come Dancing' star Louis Smith appears in ad

Subway is looking to further extend its marketing focus on healthy eating with a £1m push to raise awareness that consumers can get one of their five-a-day by eating its products.

The food chain is rolling out a TV, social media and PR campaign using the line 'Where winners eat'.

Ads by McCann Erickson will show Olympic gymnast Louis Smith and boxer Anthony Ogogo discussing which 'low-fat' sub they prefer. A voiceover will state that the salad in its sandwiches provides one of the recommended five daily portions of fruit and vegetables.

The campaign, overseen by UK and Ireland head of marketing Manaaz Akhtar, breaks next week (21 November). It will run for four weeks, before turning in the New Year with an execution featuring Irish rugby star Tommy Bowe.

Manaaz Akhtar, head of marketing for UK and Ireland, said: '[Our athlete ambassadors understand it’s what you put into your body that counts. We want to empower consumers, showing that the Subway brand can help everyone perform to the best of their ability and make healthier, smarter eating choices.'

It comes as Subway prepares to become one of the first signatories for a new 'sixth' Responsibility Deal pledge with the Department of Health, promising to encourage fruit and vegetable consumption among UK consumers.

Last month, it was revealed that Subway is considering the launch of a series of branded, distance-running events across the UK, following a recently-trialled 5km run in Northern Ireland. Subway already sponsors the New York marathon.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers