Subway Helping Hearts™ family 5k fun-runs

CLIENT

Subway®

DISCIPLINES

Brand experiences, Consumer PR, Content & social, Health & Wellbeing

5k family fun-run event programme to bring Subway’s ‘eat fresh’ positioning to life. 

Good Relations were challenged to position Subway as the nation’s healthiest quick service restaurant (from fourth position). Our approach has seen us lead the industry to launch the ‘eat fresh’ campaign; including an ambassador programme, new healthier product options, political campaigning, and of course, the Subway Helping Hearts™ family 5K fun-runs.

Created to demonstrate the Subway® brand’s commitment to inspire families to live healthier and more active lifestyles, the experiential 5K fun run event programme ran in 13 locations around the UK & Ireland, in partnership with the Subway® brand’s charity partner, Heart Research UK.

Inspiring thousands of families to get fit and active

Each event provides the host region with a platform to engage with their local community, help get the nation’s families fit and active, and increase awareness of Subway’s core CSR initiative. From a ‘Field of Fresh’ inflatable obstacle course where participants weave through inflatable bread and salad options, to free face painting, music, games, medals, t-shirts and of course a free SUBWAY® lunch, we ensured not only a ‘fit’ day out, but a ‘fun’ day out for all the family.

The results? In 2017 14,661 participants attended the fun runs, each event had (on average) 1,629 participants, we reached an audience of 4,445,101 on Facebook & Twitter, and 156,100 SubCard points were awarded to runners.

More widely, the Fun Runs fed into the ‘East Fresh’ campaign which transformed Subway into the nation’s healthiest QSR in its competitor set (independently audited), we were the first QSR to be given a healthy living award, and with the help of sports celebrities and fun runs we increased social media participation from 410,000 fans to 80% more followers. Sales increased by 11% and store numbers increased by 22%. Not bad for a run round the park! 

This was a 

Brand experiences, Consumer PR, Content & social, Health & Wellbeing

Project for Subway

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