we believe it takes an inspiring story to make people buy
All businesses can grow with stories. Simple, relevant and emotional STORIES.
Here is a story of Jared Fogle who was 425 pounds at age 20 when he developed complications with his health. He decided to do something about it. Jared was a business major at Indiana University and saw himself working at an ad agency or public relations. The story that follows is simple, relevant and emotional.
When jared decided it was enough he happened to walk into a SUBWAY and read the nutrition chart. He discovered the SUBWAY low fat sandwiches, and started visiting SUBWAY twice a day and ate – a 6-inch turkey sub for lunch and a full-length veggie sub for dinner, both meals with a bag of baked chips and a diet soda for 11 months.
Simple – Challenge, Solution and Success. A person struggling with health issues due to obesity. He finds a solution in the brand’s diet sandwiches and sticks to it. He loses weight and is today fit enough to run a marathon.
Relevant – “Seven Under Six Grams of Fat” sub range. Obesity is now an epidemic in the United States of America. There is a Jared in all of us. We are all in some way or the other eating wrongly and it leads of weight gain. Excessive weight gain we all know leads to health problems and even self esteem issues. So Jared’s story is not just his. It is a story we ALL relate to.
Emotional – A transformation story. The commercial ends with – What an inspiration! Eat Fresh Subway. It truly is a story that has inspired millions of Americans to adopt the Subway Diet.
This is a story that could have very easily faded away and died if not for a franchisee who identified the story and took it to the advertising agency who verified the story. Marketing directors, lawyers were brought in to check if SUBWAY should and could being a fast food chain, claim weight loss.
But they had the good sense to leverage the strength of the story and today Jared Fogle has been woven into the fabric of SUBWAY the brand.
Around 2000 when Jared’s the story came out SUBWAY sales more than doubled. 8 billion dollars in sales money. He now has a foundation http://www.jaredfoundation.org/ that works towards elimination child obesity. He also has over 108,938 Followers on Facebook. Today Jared is the spokesman for SUBWAY and has an estimated net worth of $15 million, according to the NewYork Daily News.
AND SUBWAY can and will be looked at as a healthy food option.