That’s what Subway is doing to support the sustained weight loss of its long-time spokesperson Jared Fogle.
Fogle has been the company’s main pitchman since 1998 when he lost the 245 pounds by eating Subway sandwiches and exercising. To honor his accomplishments, Subway is hitting the road on a 12-city tour to promote Fogle’s new childhood obesity prevention plan.
The six-month journey, called “Tour de Pants,” will make stops at the South Beach Food and Wine Festival, NASCAR events and American Heart Association walks. The Three-Point Plan offers funding for school nutrition and fitness programs and gives parents the tools to make healthy foods choices for their children. New York Giants Defensive End Michael Strahan is partnering with Fogle to promote the plan. Subway plans to raise $2 million through donations and fund-raising efforts.
During the tour, people can take pictures of Fogle with his “fat pants,” collect an Upper Deck Fogle trading card and obtain tips for healthy eating when dining out, Mack Bridenbacker, a Subway spokesman said.
Subway kicked off the tour Tuesday taking over the NASDAQ video wall by showing an upcoming Got Milk? ad of Fogle and Subway commercials. Visitors who posed for pictures with Fogle also saw their images appear on a giant screen in Times Square.
The campaign includes a sweepstakes for a chance to appear in a taping of a Subway commercial with Fogle. People can enter at www.SubwayFreshBuzz.com runs through Aug. 1. And this summer, Subway will offer a chance to enter via text messaging.
Visitors to the site can also upload videos congratulating Fogle on his milestone, post their own weight-loss stories or download a personal photo and incorporate Fogel. An online game called “Pants Dance” lets people keep Fogle’s pants slim by catching better-for-you food. Players use their mouse to catch food items in Fogel’s pants, and if they catch fattening foods, the pants enlarge.
Print ads, online marketing and in-store signage support the campaign. Jack Morton Worldwide is handling the Web site and events for Subway, Current Lifestyle Marketing is in charge of PR and MMB handles the creative.