Subway has released a new campaign via Ripe Solutions about how you get out of your body what you put in, as well a ‘Sub builder’ an online calculator tool designed to help Kiwis make healthier decisions around their sub fillings. Along with a new ad, Subway is also giving consumers some good—albeit obvious— advice via its new slogan, ‘Eat well, go live life'.
The ad shows a range of people undertaking a variety of activities like friends adventuring in Queenstown, a girl studying, kids playing sport, people running a marathon as well as a business executive looking thoughtful as he rises skyward in an elevator and a man looking exhausted but satisfied after a treadmill session.
The new ad comes at a tough time for the brand, which is still weathering the PR fallout following the epic downfall of long-time brand ambassador Jared Fogle.
And it has been launched in conjunction with the 'Sub builder', an online tool designed to give Kiwis greater control of what they consume.
The ‘Sub builder’, essentially an online calculator, provides a nutritional breakdown of all ingredients an individual selects to help consumers make a better choice when eating on the go, showing how many grams of fat, energy, protein, carbohydrates, sugars, sodium and dietary fibre are in each sub, the release says.
“The ‘Sub builder’ adds additional scope for New Zealanders to select what’s right for their lifestyle. It helps people get a complete nutritional profile of their meal and means they really can eat and go. Our new brand direction is our way of encouraging Kiwis to get out there and enjoy life,” says Subway regional director Brian Tap.
NZ Nutrition Foundation dietician Sarah Hanrahan says the ‘Sub builder’ gives consumers what they have been calling for – greater transparency around what they are eating.
“Choosing what’s right for you and knowing what’s in your food is important to eating healthy," she says. "By presenting kids and adults with a healthier fast food choice, along with detailed nutritional values, they’re helping fight the battle against obesity.”
When viewed alongside the scenes depicted in the ad, it's easy to see why the slogan was chosen. Subway is evidently positioning its brand as a healthier alternative to conventional fast food fare. However, when removed from these scenes of successful and beutiful people enjoying life, the new slogan does seem to be telling consumers to do something that they would have to do regardless of whether they've had a meal at Subway or not.
That said, at least Subway’s being honest. Eating and then living our lives is exactly what most of us plan to do. However, its honesty isn’t quite as funny as these truthful slogans:
Oh, and don't forget to breathe: