Case Histories

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Putting the Fresh in Subway's Fresh Fit

Devise a media relations strategy to help Subway Restaurants introduce its new Fresh Fit menu.
Showcase Subway Restaurant's leadership role as the first Quick Serve Restaurant to offer a full line of adult and kid "better for you" meals approved to fit the American Heart Association (AHA) approach to a healthy lifestyle.

The campaign kicked off with a launch event featuring actor/singer LL Cool J, selected for his cross-generational appeal.
This event triggered "Random Acts of Fitness" - rewarding people spotted roller blading, biking or walking - with coupons for free Subway Fresh Fit meals.
Catalyst devised a grass roots strategy that identified nutritionists who were frequently solicited by media as trend sources. Catalyst nurtured this network, educating them about Subway Fresh Fit. This helped to position Subway and its Fresh Fit menu in "healthy eating" stories.

Significant branded national media coverage was generated, including "CBS Early Show," USA Today , Shape , SELF , and the New York Daily News.
Unaided brand awareness reached an all-time high for the company following the launch.
95% of all key messaging reinforced Subway Fresh Fit meal approval by the AHA.