Subway uses new tag in ads to support product launches

Subway uses new tag in ads to support product launches

MILFORD, CONN. – Subway Restaurants broke its first TV campaign from Messner Vetere Berger McNamee Schmetterer/Euro RSCG of New York to promote the chain’s new gourmet sandwiches, breads and sauces.

Using the tag “Eat fresh,” the TV spots feature a shadow puppet to represent the hands of a Subway sandwich maker and focus on the taste of the chain’s products. In the past advertising played up the healthful aspects of Subway’s low-fat sandwiches.

Messner Vetere won the $75 million national creative account last spring.

The chain introduced four sandwiches in its new Selects line — Honey Mustard Melt, Horseradish Roast Beef, Asiago Caesar Chicken, and Southwestern Steak and Cheese — which combines popular sandwich ingredients with the new sauces. In addition, Subway rolled out three flavored breads systemwide and two others in participating markets. Hearty Italian, Parmesan oregano and harvest wheat will be offered at all units in the United States and Canada. Sourdough and sesame-flavored bread will be available at participating locations.

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