Subway Touts Fresh Fit Menu Via Bike Giveaway
Subway restaurants has extended its healthy eating theme with a bike giveaway.
Brand ambassadors hit New York City streets this month awarded 250 Subway-branded Trek 4300 mountain bikes to unsuspecting people last week. Recipients were rewarded for random acts of fitness, such as walking to work or taking the stairs instead of using an escalator.
Teams hit high traffic locations, including Grand Central Terminal, Times Square, Bryant Park and Union Square. The giveaway was part of a buzz marketing campaign Subway launched around its new Fresh Fit menu.
“We needed a smart, effective way to make a strong connection with consumers around the launch of the Subway Fresh Fit menu,” Subway spokesman Mack Bridenbaker said in a statement.
The menu was developed to help adults and kids meet the American Heart Association’s diet recommendations and help fight childhood obesity. An adult meal features a six-inch sub with six grams or less of fat, diet soda, water or 1% milk and a choice of apples, raisins or baked Lays chips. The kids’ meals include a four-inch sub, choice of dink or apples or raisins.
In-store signage and online materials support the Fresh Fit menu.
In addition, Subway will kick off its Random Acts of Fitness for Kids program in more than 40,000 schools nationwide with Weekly Reader Corp. In it, teachers, parents coaches and mentors will help fight against childhood obesity by stressing nutrition and exercise. In return, the company will reward participants with certificates of achievement, motivational posters and meal certificates.
The program kicks off next month.
Jack Morton Worldwide, New York, handles the marketing campaign.
