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How agencies recruit real folks for ads
The story of the Indiana University student who lost 245 pounds by eating Subway sandwiches and graduated to become a professional spokesman has become the stuff of advertising lore: Jared Fogle’s roommate wrote about the offbeat weight-loss strategy in the university newspaper, wire services picked up the story, Subway’s Chris Carroll read the reports, and a marketing plan was born.
“We were putting people in ads who were overweight, saying, ‘If you ate at Subway, you wouldn’t be like this,’ ” says Carroll, director of marketing for the Subway Franchise Advertising Fund Trust.
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