First lady Michelle Obama has made a lasting impact in the lives of Americans with her Let’s Move! initiative. Her work to ensure that all children grow up and have the opportunity to pursue their dreams have focused on making healthy choices easier for all American families. Our First Lady has turned a much-needed spotlight on the issue of childhood nutrition. FoodFacts.com has been especially impressed by and grateful for her choice of this particular issue and for her dedicated work to get this important message out to the American people.
Today, our First Lady joined the Partnership for a Healthier America (PHA) and Subway along with Michael Phelps, Nastia Liukin, and Justin Tuck at a local Washington, DC, Subway Restaurant, to announce a three-year commitment by the chain in support of her Let’s Move! initiative to promote healthier choices to kids, including launching its largest targeted marketing effort to date. In addition to strengthening its already nutritious menu offerings to kids, Subway will launch a new series of campaigns for kids titled “Playtime Powered by Veggies,” aimed at increasing fruit and vegetable consumption and will set new standards for marketing products to families.
“I’m excited about these initiatives not just as a First Lady, but also as a mom,” said First Lady Michelle Obama. “Subway’s kids’ menu makes life easier for parents, because they know that no matter what their kids order, it’s going to be a healthy choice.”
Subway Restaurants’ commitment answers the First Lady’s call last fall at the first ever White House Convening on Food Marketing to Children, where she urged the private sector to leverage the power of marketing to promote healthier products and decrease the marketing of unhealthy products to kids.
“Subway restaurant’s commitment today builds on the brand’s already strong track record of offering healthier choices to kids, for which it has been lauded by families and health advocates alike,” said PHA Board Chair James R. Gavin, III, MD, PhD. “The new and significant investment it is making today will not only help make fruits and vegetables fun for kids, it will also offer busy moms and dads easy, healthy choices for their families when they’re on the go.”
“Ending childhood obesity is a cause that has been near and dear to Subway since we introduced the Fresh Fit for Kids Meals in 2007,” said Suzanne Greco, vice president of R&D and Operations for the Subway brand. “With this partnership with PHA, we will now reach millions of kids as part of a healthier eating education campaign, making it our largest outreach campaign to date. From a sign on each restaurant’s door that says ‘Playtime Powered by Veggies’ to a video collaboration with Disney’s The Muppets, we will build upon our ongoing efforts to create even better choices for families. We hold ourselves to the highest standards in the industry when it comes to speaking to children and their families. Now we are letting everyone else know what that standard is.”
As part of its commitment, the Subway restaurant chain will:
- only offer items on its kids menus that meet strong nutritional guidelines informed by federal standards for the national school lunch program, including offering apples as a side and low-fat or non-fat milk or water as a default beverage.
- deliver $41 million in media value in the next three years to market healthier options to children and families, with a specific focus on increasing consumption of fruits and vegetables. This is the brand’s largest kid-focused marketing campaign to date, and includes general marketing, in-store merchandising, television, social and digital media and public relations.
- focus all kid-focused in-store merchandising and marketing on only the healthier options available in its restaurants. This includes training materials which will be updated to teach Sandwich Artists to encourage kids to choose apples.
Playtime Powered by Veggies. We can’t wait to see this campaign in action. We’re thrilled to see Subway putting the First Lady’s initiatives to work and answering her call to the private sector to promote healthier choices for our children. And we’re hopeful that Subway’s efforts will motivate other chains to make similar commitments to the lives of our kids!