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 a role modeling.

The Childhood Obesity Month 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. The results were shocking: kids carts overflowing with all kinds of unhealthy options.

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 parents and including the Kids Pack Menu as a healthy option.

- Over 850,000 media impressions

- 56% perceived Subway as a healthy option.

- Kids Pack Menu sales increased by 123%

We made a call of parents and children without telling them the purpose of the project. Then we let the kids do their own shopping at the supermarket, while their parents were watching in a room closed TV Circuit. The whole experiment, kids filling their carts and their parents reactions were filmed.

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.

The Educational Campaign became the favorite topic on the month of childhood obesity.

Output/Awareness:

In a brand indicated, 56% perceived Subway as a Healthy Option.

#1 Subway 56% vs. #2 Wendy’s 6.8%

Action:

Kids Pack Menu sales were increased by 123%

In a recent Subway proprietary research, fast food category users in Puerto Rico were asked to choose the important elements to decide what fast food restaurant to visit and 78.6% stated “availability of nutritious and healthy foods” as very important – important driver (top two box)²

This fact confirmed our campaign’s goal of reinforcing Subway’s healthy positioning as an effective strategy for sales impact, besides the relevant corporate responsibility approach.

The next brand tracking study³ after the campaign, reflected that 56% of the sample perceived Subway as a healthy option.

The campaign obtained over 850,000 impressions of earned media, where the childhood obesity issue was discussed and Subway’s effort was shared as an example of what children may choose without the adult supervision.

In addition, 90% of the parents whose children were part of our focus groups and the 100% of the ones that were part of the supermarket experiment indicated adopting healthier eating habits for the whole family afterwards.