CASE STUDY: Putting healthy eating at the centre of healthy living in Singapore

Background
Already known as a healthier option among the leading fast food restaurant chains, Subway had an opportunity to solidify its position in Singapore with the Fresh Fit Meal, an ultra low-fat combination menu endorsed by the Health Promotion Board (HPB).

Aim
To create maximum awareness for its Fresh Fit Meal and demonstrate its role within a healthy lifestyle, emphasising the fact that the menu contained less than six grams of fat.

Execution
Subway worked with local creative agency Catapult Marketing Asia-Pacific to develop a campaign employing guerrilla stunts under the theme ‘Random Acts of Fitness’. Over a period of four days in December, Subway cheerleaders traversed the island rewarding selected members of the public engaging in healthy activities with a foldable bicycle.

The initiative was supported by radio reports with Class 95FM presenter Glenn Ong cheering and encouraging recipients to perform press-ups and skip as an act of appreciation.

In addition, a fan page was created on Facebook offering hints about the next location to be visited by the cheerleaders. The activities and the menu were further promoted through TV and print media.

Results
The events drew large crowds and spontaneous participants around Singapore resulting in the distribution of all forty allocated bicycles.

The designated Facebook page attracted over 2000 fans over the campaign’s two-week period.

Credits:
Project Subway Fresh Fit Meal
Client Subway Singapore Development
Brief To create awareness for the new Subway Fresh Fit Meal
Creative agency Catapult Marketing Asia-Pacific
Head of creative Ong Chee Lip
Head of art Allen Ng
Copywriter Ong Chee Lip
Media agency Starcom
Production house The Reel Thing
Exposure TVC, Print, Radio, Digital, Guerilla