Saw this newsletter in my inbox today...thought it would be appropriate
PUBLISHER'S NOTE: TOUR DE PANTS
I once visited the apartment of the man who owns Subway; it was stunning in size, decor and by every other measure. He had lent it out for a book signing party. Later that night, all I could think of (being the classy guy that I am) was: " My God, they're just sandwiches. And I actually prefer Blimpies." It made me mad. It made me hungry. It also made me interested in the backstory and that led to Jared Fogle — the man who lost 245 pounds by exercising and eating Subway sandwiches and who, as spokesperson for the chain since 1998 humanized the simple message of fresh fast food in a world of greasy competitors. Since that time, I have had nothing but respect for how these guys stay on brand message. Now, on the 10th anniversary of Jared's weight loss accomplishment, they are at it again with a beautifully integrated campaign that engages consumers at a time when disengagement is the norm. Listen to this. Subway takes to the road with a national tour — the "Tour de Pants " — to promote a new three-point childhood obesity prevention plan. The six month odyssey is making stops at the food festivals, NASCAR events, American Heart Association walks and the like. The plan offers funding for school nutrition and fitness programs, and gives parents tools to make healthy food choices for their children. During the tour, people can photograph Jared with his "fat pants," collect a Jared trading card, and obtain tips for healthy dining out. The campaign includes a sweepstakes to appear with Jared in a commercial. Visitors to the website can upload videos congratulating Jared on his milestone, post weight loss stories, or download a personalized photo. Online games encourage people to choose healthy foods in order to win. Traditional media plays a role, too, with print ads and instore signage promoting the tour and focusing on healthy eating for children. Jack Morton Worldwide is handling the website and events, and MMB is in charge of creative. Genius? No. Rocket science? No. Brain surgery? No. A blueprint for involving consumers in a way that makes sense, serves a positive cause, and intelligently advances the brand once again? Yes. Yes. Yes. By the way, I can no longer walk past Blimpies without believing the meat is fatty, the bread stale and the lettuce wilted. That actually stops me from eating there more than twice a week.
— Gordon Kaye
© 2008 GDUSA
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2 comments:
I liked your story and yes I thought it was appropriate. Promotions are designed to make money but sometimes you ask at what cost to the consumers.
Jared's fat pants are ok, but what interest me most: the three-point childhood obesity prevention plan. A lot of good things in life start at an early age-respect, playing instruments, reading to name a few.
Good eating habits would provide a superb foundation for children.
I have to agree with your concern of cost to consumers for promoting product. Gotta love the inspirational message, but I agree -- obesity is a preventable "disease." Also, clearly the idea of eating Subway exclusively does not cure weight issues alone.
The campaign works, however, in its effort for follow-through.
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