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Subway is extending its reach to tweens by way of a summer tie-in with Vans. The QSR is building out its kids marketing under new management that took charge in early 2005, and brought in Marketing Director Michelle Cordial from the agency side. Her mandate: "Fix kids' meals with no more money," she laughs. Subway wanted to leverage its inherently better-for-you menu, and draw kids without turning off teens.
"We're at a unique nexus with the focus on childhood obesity. We're lucky we don't have any baggage going in," Cordial says. "We thought, "Kids don't want to eat healthily," but they're talking about healthy food in school, so their perspective is different."
Subway breaks its second Vans promo this month, with a slate of premiums designed to appeal to tweens and younger kids. A May-June effort put Vans-licensed premiums, such...