Subway has recruited five sports figures to help promote its new Eat Fresh Refresh menu launch, the company said Tuesday.
The Milford, Conn.-based sandwich company’s new ad campaign, which goes live this week and is considered one of the largest media investments by the brand, features athletic legends Charles Barkley, Tom Brady, Stephen Cury, Megan Rapinoe and Serena Williams to highlight the recently introduced menu launch.
"The Subway Eat Fresh Refresh campaign brings to life how much new we have on our menu and is a significant moment in the brand’s transformation journey,” said Carrie Walsh, Subway’s chief marketing officer, in a statement. “As such, one single creative execution or spokesperson wouldn’t have been enough.
“We developed a creative idea with a supporting cast of the biggest names in sports to share all of the great changes happening at Subway in a story that continues across multiple spots and formats,” Walsh said.
The ads are narrated by basketball great-turned-sports-analyst Barkley, dubbed “the new voice of Subway,” and feature two-time National Basketball Association most valuable player Curry, seven-time Super Bowl-winning quarterback Brady, tennis champion Williams and soccer great Rapinoe.
They are featured in television commercials as well as social and digital content, the company said.
“The effort is supported by one of the largest media investments in the brand’s history,” Walsh said. “In my almost 20 years in marketing, this is the most innovative campaign and media strategy that I’ve ever seen, and I am so excited to launch this unprecedented campaign.”
The Eat Fresh Refresh ad campaign was led by McGarryBowen, with media planning from Carat and activation supported by Current Global, Jack Morton, Proof Advertising and United Entertainment Group.
Subway has nearly 40,000 restaurants in 100 countries.
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