Following First-Ever White House Convening on Food Marketing to Children, SUBWAY® Announces Strongest Effort Yet to Encourage Kids to Pile on the Veggies.
FLOTUS Obama announced she will be collaborating with PHA (Partnership for a Healthy America) as part of her “Let’s Move” initiative to combat childhood obesity.
First Lady Michelle Obama joined the Partnership for a Healthier America (PHA) and SUBWAY® along with SUBWAY® Famous Fans 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 aimed at increasing fruit and vegetable consumption and will set new standards for marketing products to families.
“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.” said First Lady Michelle Obama.
Let’s Move!, the First Lady’s initiative to ensure that all children grow up healthy and have the opportunity to pursue their dreams, works to make the healthy choice the easy choice for American families. 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.”
As part of its commitment, the SUBWAY® restaurant chain will:
1. 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.
2. 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.
3. 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.
This is great! The children’s are the future and I love the effort that big box food chains are starting to make to deliver healthier choices where its needed the most – in front of kids. But, like we always know, the choices also start with the parents…. Subway can have all of the healthy options out there, choices like Chipotle and healthier fast food alternatives can be everywhere, but it doesn’t do any good if the parents don’t turn in to these stores and give the kids the chance to order.
Its an educational play as much as anything and exposure like this only helps. Hopefully it gets all of the places to start looking to offer healthier options on their menu so we can lower the childhood obesity problem to almost nothing. One of the great things about the LETS MOVE! campaign is that they are educating everyone as well about making healthy choices in their everyday life.
Its interesting because I was having a discussion with a friend of mine this weekend about our growing up and some of the reasons that children are bigger and lets be honest a lot fatter than we were, and we came up with a lot of the same things that everyone else does, but there was something else we saw…. our parents didn’t really know any better we don’t think. The food options that they had were a lot different and there were a lot of working parents who didn’t have the chance to cook healthy meals all the time because they were either working late or two jobs or were in broken homes so stopping at getting some fast trash was a lot easier than hitting the grocery store and spending an hour cooking. Its not their fault, they just didn’t know what was in that food and when they were growing up, they could eat whatever without worrying about putting on a lot of pounds.
Now, our options (at least over the last 20 or so years) were fast food that was really unhealthy and started a trend that we are all paying for today. Hopefully, we are in a period that is a little bit different where a lot of people may still look to fast food to feed people, but the fast food that we do eat, is healthier and better for us than it had been in the past
Obviously, no fast food, or minimal amounts are the best case scenario but the reality is that isn’t always possible. Since its here and its here to stay its great that they are trying to get better and give healthy options. I salute them and I salute FLOTUS for all that she is doing to try and make this right.
For complete information about this PHA commitment, visit AHealthierAmerica.org.