FEED THEM BETTER by DDB Puerto Rico for Subway

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FEED THEM BETTER

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Industry Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Puerto Rico
Agency DDB Puerto Rico
Executive Creative Director Enrique Renta
Creative Director Olly Fernandez
Art Director Juan Gabriel Sánchez, Juan Carlos Lopez
Released November 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: SUBWAY PUERTO RICO
Product/Service: CHILDHOOD OBESITY AWARENESS MONTH
Agency: DDB LATINA PUERTO RICO
Executive Creative Director: Enrique Renta (DDB Latina Puerto Rico)
Creative Director: Olly Fernández (DDB Latina Puerto Rico)
Senior Art Director: Luis Figueroa (DDB Latina Puerto Rico)
Senior Copywriter: Néstor Rivera (DDB Latina Puerto Rico)
Art Director: Juan Carlos López (DDB Latina Puerto Rico)
Art Director: Gabriel Sánchez (DDB Latina Puerto Rico)
Account Executive: Maru Ruiz (DDB Latina Puerto Rico)
Account Executive: Vilmaliz Martínez (DDB Latina Puerto Rico)
Ilustrator: Martín Polanco
Media placement: Consumer PR - n/a - 23 November 2011
Summary of the Campaign
In order to fight the Puerto Rico's child obesity epidemic, Subway, the healthy alternative among fast food restaurants launched a PR campaign that included outdoor, media innovations and TV executions to remind parents to teach healthy eating habits to their children.
The deployment was rounded by an ambitious media tour, a press conference and several integrations in major TV Shows.
The Challenge:
Create awareness to make parents choose better food choices.
Results: The campaign was immediately picked up by the media and social networks, generating 94% of ROI and free publicity.
Subway mall franchises sales jumped 14% in just 1 month.
This PR effort helped the brand get rather difficult message across: Stop feeding children junk food.
It raised awareness of the child obesity epidemic and created goodwill towards the brand.
The Situation
- A recent study reveals that by 2014 70% of the population in Puerto Rico will be obese; 26% of those will be children. Subway, the healthy alternative in the fast food landscape, saw an opportunity to raise awareness of this alarming situation and created a goodwill initiative to modify children's eating habits and those responsible for forming them: Their parents.
- Subway has traditionally supported child obesity programs and communications.
The Goal
- Make parents aware of the eating habits they are teaching (if any). Make them think about what they are feeding their children, and that junk food is not a healthy option for a young person and the there are options available.
- Boost Subway's profile as a provider of better, healthier food alternatives for kids.
The Strategy
- We coordinated meetings with major media to create a Child Obesity Network to support our effort.
- Coordinated meetings and the endorsement of well-known nutritionists and governmental entities, such as the Department of Education.
- Developed sponsorship of Little Leagues teams; provided uniforms and support.
- Created a calendar that would strategically take advantage of Black Friday's important mobilisation of people to mayor Stores, Shopping Malls and the streets.
- Carefully planned a thorough press conference where all our partners joined us in the presentation of the campaign.
-Distributed press releases and a media kit with images of the campaign, locations and expressions of our corporate and Governmental partners.
- Engaged our franchises to take advantage of our message pushing our low calories menu as an option/suggestion for parents with kids (via email blast, phone calls and personal visits).
Execution
1) Child-shaped trash cans were designed and placed in mall food courts across 10 major cities in Puerto Rico.
2) A child shaped garbage truck toured around 55 municipalities, starting on Black Friday, just in time for the shopping craze of the season. It acted as a moving billboard, communicating our message: 'Feed them better. Subway'
3) An invitation consisting of a glass jar full of lard and a label, saying 'this is the amount of fat a kid packs in a month of junk food', was sent inviting journalists to our press conference and campaign presentation.
It was attended by journalists, government representatives and Subway representatives.
4) A mayor media tour was conducted visiting all principal TV Shows.
5) A TV spot started airing on that date. It depict the action of feeding garbage to our trash cans . Then it asks a simple question: What are we feeding our kids?
The initiative ran for 6 weeks according to plan.
Documented Results
The campaign was immediately picked up by the media and social networks, generating 94% of ROI and free publicity becoming a best practice for the Brand.
Subway mall franchises sales jumped 14% in just 1 month.
All achieved with a modest budget of just US$90,000.