Jack Morton Worldwide Launches Subway Fresh Fit(TM) Menu

March 22, 2007 | 8:00 am

NEW YORK, March 22 /PRNewswire/ -- Jack Morton Worldwide, the leading experiential marketing agency, was retained by SUBWAY(R) restaurants to develop and execute a multifaceted marketing campaign, kicking off with a buzz-generating live event and brand ambassador outreach to educate consumers about its new "SUBWAY FRESH FIT(TM)" menu. As part of the outreach, brand ambassadors gave away 250 SUBWAY(R)-branded bikes to fit-conscious consumers.

At 9:30 AM on March 13th, 2007, LL Cool J and Jared Fogle stood side by side atop a double-decker bus in support of the "SUBWAY FRESH FIT(TM)" menu as 150 brand ambassadors riding yellow, SUBWAY(R)-branded Trek(R) 4300 Mountain Bikes descended upon their Times Square location. From their perch above Times Square, LL and Jared discussed with the media their concerns with childhood obesity and the need for healthier options in the quick service food industry.

As the new menu was revealed, the 150 SUBWAY(R)-clad brand ambassadors set out to various Manhattan locales where unsuspecting New Yorkers were rewarded for "Random Acts of Fitness"-such as walking to work or taking the stairs at Penn Station instead of riding the escalator. Brand ambassadors distributed 250 SUBWAY(R)-branded bikes at locations including Times Square, Grand Central, Bryant Park and Union Square.

Mack Bridenbaker of the Subway Franchisee Advertising Fund Trust, commented: "We needed a smart, effective way to make a strong connection with consumers around the launch of the SUBWAY FRESH FIT(TM) menu-both through direct engagement of our target and through resulting media coverage. We were delighted that Jack Morton brought us a great idea-and that they were able to execute it so seamlessly."

To further promote a healthier lifestyle Jack Morton is working with SUBWAY(R) restaurants to launch the new "Random Acts of Fitness for Kids" initiative in over 40,000 schools through a partnership with Weekly Reader Corporation. Debuting in April 2007 at RandomActsofFitness.com, the program encourages teachers, parents, coaches and mentors to commit to help in the fight against childhood obesity by stressing the importance of proper nutrition and exercise. SUBWAY(R) restaurants will be rewarding participants who enroll with certificates of achievement, motivational posters and meal reward certificates.

Josh McCall, CEO of Jack Morton, commented, "It's a great privilege to work with SUBWAY(R) restaurants, especially in support of a campaign that encourages healthier lifestyles. The planning, execution and measurement of a successful and truly multifaceted marketing campaign like this one is a great testimony to how effectively our teams can work together-building awareness and advocacy for SUBWAY(R) restaurants."

Jack Morton Worldwide is an experiential marketing agency that helps clients around the world build brands and engage their most important audiences. The agency creates live events, branded environments and interactive experiences for employee, business and consumer audiences. Additionally, Jack Morton is the world's leading producer of award-winning celebrations that have captured the imaginations of billions of people. These include the opening and closing ceremonies for the Athens 2004 Olympic Games and the Melbourne 2006 Commonwealth Games. Jack Morton has a staff of 600 employees throughout the United States, Europe and Asia-Pacific, and is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available online at www.jackmorton.com.

The SUBWAY(R) restaurant chain is the world's largest submarine sandwich franchise, with more than 27,000 locations in 87 countries. In 2002, the SUBWAY(R) chain surpassed McDonald's in the number of restaurants open in the United States and Canada. Headquartered in Milford, Conn., the SUBWAY(R) restaurant chain was co-founded by Fred DeLuca and Dr. Peter Buck in 1965. That partnership marked the beginning of a remarkable journey -- one that made it possible for thousands of individuals to build and succeed in their own business. The SUBWAY(R) chain was named the number one franchise opportunity in all categories by Entrepreneur magazine in its Annual Franchise 500 Ranking for 2006 -- for the 14th time in 18 years! For more information about the SUBWAY(R) restaurant chain, visit http://www.subway.com. SUBWAY(R) is a registered trademark of Doctor's Associates Inc.