Subway commits 20% of it’s marketing budget to fighting childhood obesity; but is it a sincere effort or an attempt to jump on the bandwagon?”

You’re seeing it happen in a matter of months. Fast food restaurants from McDonald’s to Wendy’s to Subway are all trying to provide healthy meal alternatives for youngsters and more health-conscious adults. But is this really concern for some newly-defined audience segments or merely an attempt to diffuse consumer backlash to decades of unhealthy food options being foisted on the public over the counter of franchises across the USA?

The Ad Age article we reference here presents a concise review of a brilliantly integrated marketing program, identifying three key front-line changes being made by Subway: a pledge program to encourage children to adopt healthier lifestyles, activity-based toys in kids’ meals and sponsorship of the American Heart Association’s “Jump Rope for Heart” program.

There are media deals with Nickelodeon, VNR packages served up nationwide and eleven different television spots featuring a “trio of kids who have changed their lives by eating better.”

David Lubars, president of Fallon Worldwide – the agency who conceived and produced the spots before their break-up with Subway – makes sure to back away from any child exploitation claims: “You don’t want to exploit kids and we just wanted it to be the truth. None of the kids are skinny and we were not promising any miracles.” he says in the Ad Age article.

And in that one statement, you see what I think is an important distinction in this campaign. Sure, the effort to fight childhood obesity is laudable – but in the hands of some, it could easily devolve into nothing more than a grab for “high ground” in the battle for mindshare among health-conscious consumers and concerned parents. The fact that both the advertising and PR in this campaign appears to deal with “real” kids, situations and outcomes tells us that Subway has spent a considerable amount of time to craft a careful message that will both build brand value and change attitudes in the process.

I think it’s fair to assume that some people will question Subway’s motives behind this campaign. After all, this campaign will help reinforce what Subway’s marketing VP, Chris Carroll identifies as “a position within the consumers’ consciousness that we (Subway) can actually change people’s awareness and people’s understanding of eating and exercise habits.”

By investing nearly $60 million behind this message, Subway will undoubtedly influence people’s awareness and understanding of childhood nutrition issues and, I think, should be applauded for bringing it this issue forward. Let’s hope those well-meaning advocates who rail against any kind of marketing aimed at children don’t try to read more into this than it deserves.

The fact is that in order to change the nutrition landscape for our youth, we’re going to have to market to the youth. If we’ve learned one thing over the past few generations it’s that parents either don’t want to (or can’t) control the eating and consuming habits of their children. No matter what age.

Although it’s not fair to lay all the blame at the feet of the parents (as some corporations and marketing types are want to do), it’s also not fair to blame only the large companies that found the door to these young consumers left unattended. I believe the only way solutions to several of the problems we have with young people today stand a chance is if we all work together to solve the problem.

Please, no allusions to “It takes a village …” please. It may not take a village, but I do think it takes – at the very least – a committee. Teachers, parents, civic leaders, advocates, kids and commercial enterprises all need to gather together and work it out. It’s not easy or fast – but it does work.

Subway has just asked for a seat at the table. Do you intend to let them in? I know my wife and I will.

Later.

SUBWAY LAUNCHES MASSIVE CHILDHOOD OBESITY CAMPAIGN

Bookmark and Share