Subway begins Everyday Athlete campaign
By Rob Bale
Sandwich chain Subway Canada has begun a campaign called “Everyday Athlete” to promote a new line of menu items called Fresh Fit. According to the company, these sandwiches each offer over 21 grams of protein and fewer than 500 calories and are aimed at consumers concerned with health and wellness. The national campaign, developed by Dentsu Creative Canada, consists of traditional, digital and out-of-home advertising. The creative contrasts professional athletes with everyday activities such as walking and working out. It uses the tagline, “Eat Fresh. Feel Good.” Media work is being handled by Carat, with additional support from Veritas Communications and Donner North.
“‘Everyday Athlete’ champions the simple, daily actions that help Canadians feel good and stay active,” said Denny Downie, head of marketing at Subway Canada. “Our Fresh Fit Menu proves you don’t have to compromise on flavour or variety to make better choices. Feeling better is an active choice Canadians want to make every day.”