Brand Experience and Activation > Use of Promo & Activation

KID SHOPPING EXPERIMENT

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

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Overview

Credits

OVERVIEW

ClientBriefOrObjective

Overview:

In Puerto Rico 62 percent of kids suffer from obesity, mainly because parents cant say no.

Objective:

To strengthen the commitment of Subway during the month of childhood obesity, and relaunch the Kids Pack Menu as a tool for a healthy nutrition.

Implementation

We made a call for 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 another room.

The footage was then turn into TV Spots to spread our message massivly.

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%

Relevancy

Unlike other fast food restaurants, Subway is recognized in Puerto Rico as the healthy option, with low-calorie foods like the Kids Pack Menu.

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