Cannes Lions

KID SHOPPING EXPERIMENT

DDB LATINA PUERTO RICO, San Juan / SUBWAY RESTAURANTS / 2013

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Overview

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Credits

Overview

Description

According to the Puerto Rico Health Department, 62% of local children suffer from obesity. Parents play a vital role in their children eating habits and many do not provide them with adequate guidelines and role modeling.

The Childhood Obesity Month (November) was identified as an opportunity to strengthen Subway positioning and to drive sales of their Kids Pack Menu.

Objectives:

Educate about the need of provide guidance to kids in order to promote healthy eating habits.

Strengthen Subway's position as a healthy option provider for the whole family.

We made an experiment: we let kids do their own shopping at the supermarket, while their parents were watching in a room by a closed TV circuit.

The results were shocking: kids carts overflowing with all kinds of unhealthy options. Their parents couldn't believe that their children made all the wrong decisions.

The experiment footage was used to create a TV ad, that was placed at local and cable television.

Local media was invited to watch the experiment and one of the focus groups.

Media materials were distributed explaining the experiment, giving tips to parents and including the Kids pack menu as a healthy option.

A media tour and television capsules gave tips to parents about their role in kids habits.

- Over 850,000 local non paid media impressions obtained

- In a brand survey indicated, 56% perceived Subway as a healthy option

- Kids Pack Menu sales were increased by 123%

Execution

- With the Kid Shopping Experiment parents were confronted directly about how they are raising their children in terms of a good nutrition, in a country where 62% of kids suffer from obesity.

Unlike other fast food restaurants, Subway has been building a positioning as a healthy option for the whole family and brand studies demonstrate that consumers recognized that differentiation.

Outcome

- The educational campaign became the favorite theme on the month of childhood obesity.

- Media impressions: Over 850,000

- Awareness Healthy and Life Style: Subway #1: 56% vs Wendy's #2: 6.8%

- Sales increase Kids Pack Menu: 123%

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