First lady Michelle Obama was popping into a D.C. Subway shop today to promote a new partnership between the sandwich chain and her “Let’s Move!” initiative.
“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,” the White House said.
This means Subway will, according to the White House:
* 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.
* 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.
* 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.
“I’m excited about these initiatives not just as a First Lady, but also as a mom,” Obama said in a statement. “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.”
Obama has been urging the private sector to “leverage the power of marketing to promote healthier products and decrease the marketing of unhealthy products to kids.”