Subway has launched “Live Fresh Eat Fresh”, an advertising campaign in the UK and Ireland promoting low fat subs as a healthy choice for a fit and active lifestyle. The concept behind the campaign is that ‘those that live fresh, eat fresh’, targeting those who work hard, play hard and want tasty, satisfying, healthy fast food. A set of TV ads is designed to increase public awareness of SUBWAY’s nine healthy subs, each containing less than 5 grams of fat. A man charges up the stairs instead of taking a lift; a woman runs up an escalator, bags flailing; a suited man rushes for a taxi; and an arty girl on a bike overtakes a keen cycling enthusiast as the narrator tells us that “for some people, their chosen sport is life”. The fuel for these front foot forward types isn’t typical fast food, but a low fat, good for you, SUBWAY sub.
Click on the image below to play the 30 second Live Fresh Eat Fresh video in YouTube (HD)
The Live Fresh Eat Fresh campaign was developed at McCann London by creative directors Matt Crabtree and Simon Hepton, art director Javier Gomez, copywriter Mike Oughton, account director Hatty Day and agency producer Claire Amos.