Subway wants to shed its image as just a dieter’s fast-food delight so to kick off a new fitness-focused message and its new Fresh Fit menu options the sandwich chain hit Times Square—guerrilla-style.
On March 13 rapper LL Cool J and Subway spokesman Jared Fogle stood on a double-decker bus and delivered a press-friendly plea for healthier fast-food options. At the end of the press event 150 brand ambassadors on Subway-branded Trek mountain bikes swept through Times Square and the areas around Grand Central Station Bryant Park and Union Square giving away their sweet rides one-by-one to unsuspecting New Yorkers who were walking to work or taking the stairs instead of riding the escalator. The stunt was to promote Subway as food for an active lifestyle not just a diet so the bikes were the ideal vehicles to deliver the fitness-inspired message.
“This [event] was really to start talking about Subway in a bigger context than just diet and weight loss ” Michelle Cordial Subway’s director-brand management told Buzz.
The stunt ties into a long-term Random Acts of Fitness for Kids initiative Subway launches this month in over 40 000 schools along with its partner Weekly Reader. The program encourages teachers and parents to help kids get proper nutrition and exercise. Participants can win Subway gift certificates. Agency: Jack Morton Worldwide New York City.