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. Another spot shows people exercising and eating Subway’s fare as part of a healthy lifestyle.

Representatives for MMB referred all calls to the client. Client executives were not immediately available.

Subway split with Fallon after eight months with the Publicis Groupe-owned agency. One campaign featured a man washing his car in a cheerleading outfit. He justified the strange behavior by saying, “It’s OK, I had Subway.” Follow-up ads returned to the chain’s long-time “Eat fresh” tagline.

Subway said it has been calling agencies about its account to gauge interest, but no review is expected to start until late July at the earliest [Adweek, June 14].