Months of hungry pursuit land Subway account for S&A

MILFORD, CT: Subway has chosen Schneider & Associates (S&A) as its

US PR agency.



The Boston-based agency will coordinate and create a publicity campaign

to espouse the health benefits of Subway and to introduce new sandwiches

into the market. The cost of the campaign was not disclosed. S&A will

work with a number of regional PR agencies on the campaign.



"Our focus will be on promoting Subway as the healthy alternative to

McDonald's and Burger King," said Ann Davis, account supervisor for

S&A.



Parts of the campaign will focus around Jared Fogle, who became the

Subway spokesperson after dropping from 425 pounds to 190 pounds eating

low-fat Subway sandwiches.



"There will be a major emphasis on bringing attention to the nutritional

value of Subway sandwiches," said Davis. "We're also going to make a

push towards the teenage market." The campaign will also involve

'Friends of Jared' which includes testimonials of people who have lost

weight through the Subway diet.



S&A pitched the sandwich chain for months. Subway didn't release details

of the other agencies trying to win the account.



Subway was started in 1965 by 17-year-old Fred DeLuca and Dr. Peter

Buck.



Subway is the second largest fast-food chain in the world with 15,000

stores in 75 countries.



S&A's other clients include Reebok International, Staples, CVS/Pharmacy

and Laura Ashley, North America.



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