Subway Big Picture Marketing Kick’s Off with Deion Sanders

If you’re a large chain and you want to be an industry leader, you have to have marketing messaging that edifies leadership.  Subway’s new big picture marketing is a prime example on how industry leaders lead according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Today the battle for share of stomach, share of food dollars has never been more intense Subway stepped-up and they are an Official Sandwich Sponsor of the National Football League.

They will be bringing players and fans together through a friendly competition to get them dancing on-the-field and on social to raise money for a worthy cause. With choreography led by NFL legend and notorious high-stepper, Deion “Primetime” Sanders, Subway dubbed his iconic two-step the “Footlong Shuffle” to benefit the NFL PLAY 60 youth health and wellness programs which brings the ‘halo’ of better for you that is core to Subways brand front and center.  

Recently, Sanders demonstrated the official moves of the Footlong Shuffle on his Twitter and Instagram pages @DeionSanders), and then, Sanders and Subway are challenging select players to celebrate big game moments with an on-the-field Footlong Shuffle. For every on-the-field Footlong Shuffle performed by an NFL player this football season, Subway will donate $50,000 to NFL PLAY 60 programs, up to $1 million.   

Sanders stated, “When I was headed to the endzone, I would break out my signature high step,”… “Big time plays deserve a celebration and even more so when they benefit a good cause like NFL PLAY 60 programs. I’m excited to help teach the new cats a little something about smooth moves with the Footlong Shuffle and see them try to recreate it on the field.”

Regular reader of this blog knows that food marketing that is interactive and participatory drive sales and long-term brand engagement. The Footlong Shuffle is the latest example of engaging ways fans can turn football season into Footlong Season. In October, Subway will encourage football and sandwich fans to share their own version of the Footlong Shuffle on social and will make an additional donation on behalf of each participant*. 

Battle for Share of Stomach

Carrie Walsh, Chief Marketing Officer of Subway stated, “Our guests and athletes of all ages come to Subway when they want to make better choices to fuel their days and their play. Expanding our long-term partnership with the NFL by supporting the NFL PLAY 60 commitment fits perfectly with what Subway represents as a brand that offers better-for-you choices,” … “We are excited to see the players and fans do the Footlong Shuffle to celebrate their big moments, and to join PLAY 60 to help create active and healthier generations for years to come.”

So, all funds raised through the Footlong Shuffle will support NFL PLAY 60 programs. NFL PLAY 60 is the NFL’s national youth health and wellness program that encourages kids to get physically active for at least 60 minutes a day.

Starting in October, Subway will be supporting Fuel Up to Play 60, a leading national in-school health and wellness program co-created by the NFL and National Dairy Council, to support two local initiatives. How are you making your marketing messaging memorable?

Foodservice Solutions® team is here to help you drive top line sales and bottom-line profits. Are you looking a customer ahead? Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may the clue you need to propel your continued success.