It's lunchtime and Jared from Subway is on the phone
Television viewers are used to seeing Subway restaurant pitchman Jared Fogle in their living rooms. Now the world's largest sandwich chain wants to put him on the phone.
Fogle, whose 245-pound weight loss has anchored the company's most successful advertising campaign, will be featured in recorded phone calls as part of a monthlong promotion aimed at people who have resolved to lose weight in 2006.
"Some of them are just inspirational things. Maybe on Wednesday it's, 'Hump day can be a tough day,' or 'Don't let things at work get you down,'" Fogle said, describing his phone messages.
The quirky campaign, which Subway executives say is an experiment they might extend, also includes a weeklong hot line for customers to call and talk with nutritionists.
The promotion continues Subway's effort to brand itself as a healthy alternative to hamburgers. Though Fogle's phone calls will be more about motivation and nutrition than about Subway, the idea is to create an association with the brand.
"Getting people to eat better is both good for them and good for us," said Tom Seddon, CEO of the Subway Franchisee Advertising Fund Trust.
Customers who want the daily calls can sign up online and specify a time of day.
External Source - For the complete article click here
Source - Boston Globe
"Some of them are just inspirational things. Maybe on Wednesday it's, 'Hump day can be a tough day,' or 'Don't let things at work get you down,'" Fogle said, describing his phone messages.
The quirky campaign, which Subway executives say is an experiment they might extend, also includes a weeklong hot line for customers to call and talk with nutritionists.
The promotion continues Subway's effort to brand itself as a healthy alternative to hamburgers. Though Fogle's phone calls will be more about motivation and nutrition than about Subway, the idea is to create an association with the brand.
"Getting people to eat better is both good for them and good for us," said Tom Seddon, CEO of the Subway Franchisee Advertising Fund Trust.
Customers who want the daily calls can sign up online and specify a time of day.
External Source - For the complete article click here
Source - Boston Globe