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MILFORD, CONN. - Sandwich chain Subway has partnered with the Discovery Kids channel in a comprehensive kids' marketing campaign designed to promote healthy lifestyles and make the brand more appealing to young consumers.
The campaign, which broke Jan. 2, includes TV spots, instore material and online promotions encouraging children ages 6 to 12 to "play hard and eat fresh" and positions Subway's products as a healthful alternative to burgers, according to Michelle Cordial, director of brand management for the Subway Franchisee Advertising Fund Trust.
The campaign will run until July 9 and will include three promotional windows. The first is a tie-in with Discovery Kids' "Endurance" series, a youth version of "Survivor," Cordial said. Kids' Pak meals will contain premiums based on "Endurance," including wristbands, sweat bands, pocket lockers, cell phone tags and stickers. Kids will be encouraged to visit www.subwaykids.com to...