Subway Canada is bringing back its “Commit to Fit” campaign with “Road to Run Disney,” which will culminate with brand ambassador Carl Savard competing in the Walt Disney World Marathon in January.
Carl Savard
“Road to Run Disney” is an online and events-based campaign that focuses on getting Canadians to rally behind Savard, follow his journey and cheer him on as he trains for and races in the marathon.
Over the next four months, Savard (who was selected as brand ambassador in 2011) will follow a rigorous training program that includes participating in training runs across Canada, and working closely with his personal trainer and dietician to ensure he stays on track.
“’Commit to Fit’ is the core of the Subway brand,” said Kathleen Bell, director of national marketing for Subway Restaurants in Canada. “Our mission is to fuel Canadian’s healthy, active lifestyles. We’re using Carl to get people thinking about how they can get active.”
Subway has once again partnered with AOL Canada (with which it worked on “Commit to Fit” in both 2010 and 2011). The media company will help document Savard’s journey in a four-part online video series. The videos will detail his diet and training along with all the advice he’s receiving ahead of the race.
The campaign is being promoted through Subway’s social media channels. The QSR developed this strategy with PR agency Veritas Communications, creative agency KBS+, and media shop Carat.
Subway is also launching “Carl’s #1 Fan Contest,” which asks Canadians to share their words of encouragement for Savard when he runs the marathon. Participants can head to Subway’s Facebook page to enter to win one of six running-inspired prize packs.
The first AOL video will launch on Nov. 5 and the campaign will run for two months.
