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
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
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.