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Journal Record, The (Oklahoma City) - Jared Fogle and Subway: A career based on a sandwich diet
11/29/2008 - By Admin A strict sandwich diet made Jared Fogle a national icon.
Everyday guy Fogle caught Subway's attention when he revealed he lost 245 pounds by sticking to a strictly Subway diet back in 1998. He first appeared in a franchise advertisement, but when news of his unconventional diet reached headquarters they recruited him for national commercials.
Almost 10 years later, Fogle is still the spokesperson and makes frequent public appearances for the Connecticut-based company. Fogle was in Tulsa Tuesday morning to speak at Saint Francis Children's Hospital about obesity and will make an Oklahoma City appearance today.
Most Popular Lethal Job Interview Mistakes SWOT Analysis - To Make Your Business More Profitable How To Get Things Done: A Guide To Strategic Planning 5 Super Tips To Get Rid Of Your Public Speaking Fear: How To Overcome Public Speaking Anxiety Job Interview: What Not To DoLaurie Tilley, vice president and brand strategist for Littlefield, said using the same spokesperson for almost 10 years is not typical. Most change their campaigns in order to avoid ads getting stale.
"They use him because he still continues to produce results for the company," she said. "I think it turned out to be an excellent strategy with them."
Since Fogle started appearing in Subway ads, sales have more than doubled, according to published reports. In 2005 when Fogle's ads went off the air, Subway sales fell 10 percent. It didn't take them long to bring him back.
Tom Holiday, president of the Tulsa Advertising Federation, said Subway ads have resonated with consumers because Fogle is not a celebrity.
"It's a positive story and people aren't stupid - they see it and know instantly that this is something real," he said. "I think the more real we can make advertising the more we can craft the message of following the basic principles of good advertising."
Holiday said good advertising is about selling unique propositions.
"The Jared Fogle ads seem to have done that," he said. "Other fast-food chains are looking at imitating this trend, and that is encouraging for the advertisers."
But Tilley said relying on a spokesman that lost a significant amount of weight could backfire if the ad becomes more about the person. For example, Jenny Craig commercials have enlisted spokespeople who ended up not keeping the weight off. That causes some to question the product, she said.
"But with Jared, he put a face on Subway that has worked beautifully from a branding and strategy standpoint," she said.
"The fact that he kept off the weight is why the story continues to work."
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