Subway Tackles Resolutions | Adweek Subway Tackles Resolutions | Adweek
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Subway Tackles Resolutions

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NEW YORK Subway's upcoming new campaign focuses on "Fresh Resolutions," a diet program sponsored by the sandwich chain and touted in both traditional and nontraditional media by longtime pitchman Jared Fogle.

The effort features a hotline dieters can call to keep on track and a telephone contact program people can join to motivate them to keep dieting. The latter will feature recorded messages from Fogle, who lost 245 pounds eating Subway sandwiches, according to the company. Consumers can sign up for the program at www.subwayfreshresolutions.com, which goes active on Jan. 2.

The hotline will operate from Jan. 2-8, between 3-11 p.m., and will be manned by American Dietetic Association nutritionists.

"I know how hard it is to lose weight and maintain an active lifestyle. But I didn't do it alone and others don't have to either," said Fogle, in a statement. "Staying motivated took a daily commitment by myself and the support from family, friends and experts. I want to help people stick to those resolutions of maintaining an active and healthy lifestyle in January and throughout the rest of the year."

A TV effort and an in-store sweepstakes promotion will support the "Fresh Resolutions" campaign. The sweepstakes will run from Jan. 2-Feb. 19.

The Milford Conn.-based client spent nearly $340 million on ads last year, per Nielsen Monitor-Plus.

Boston-based independent MMB is the client's lead agency.