MMB 'Chooses Well' for Subway

CHICAGO Subway introduces a new tagline, “Choose well,” and touts itself as a healthy fast-food alternative in a campaign that launched Tuesday night.

The work is from Boston independent agency McCarthy Mambro Bertino, which has been handling projects for the Milford, Conn., client since it split with Minneapolis-based Fallon in May. Subway spends about $220 million a year on ads, according to Nielsen Monitor-Plus.

The campaign takes a two-pronged approach. Some spots depict Subway workers referring to themselves as “sandwich artists,” a term the client has used in the past.