Subway has today kicked off a £2m multi-channel campaign for its new range of low-fat flatbreads.
The nine-strong range of flatbread products contain less than 400 calories, less salt than its regular range of subs, and include one of your five-a-day, according to Subway.
They have been introduced as part of Subway’s work on reducing calories and salt in its products, as well as offering healthier options.
The new flatbreads are supported by charity Heart Research UK, and will be offered as an alternative to the range of low-fat subs and salads at the chain.
Subway will be offering a brand new tandoori chicken flatbread with raita mint sauce for a limited six-week period, to encourage trial of the new breads.
The £2m marketing campaign will include four weeks of national television advertising, as well as out-of-home advertising, and digital activity.
A consumer PR campaign will be fronted by ‘Famous Fan’ Holly Bleasdale. It follows the successful launch of Subway’s Famous Fan programme in the UK and Ireland last year, which saw elite athletes, including Olympic gymnast Louis Smith and boxer Anthony Ogogo, front national campaigns for the low-fat range, with sales increasing 11.1% as a result.