• by Karlene Lukovitz  @KLmarketdaily, April 3, 2015

Even amid a growing roster of athlete-spokespeople, Jared Fogle has remained a remarkably high-visibility brand representative for Subway for 17 years now. 

That's true both because Fogle works hard at maintaining a fan base via social media and appearances on behalf of Subway, and in part because Subway makes sure to feature and include him in new ad campaigns on a regular basis.

The latest example is "Jared's Journey," a new 30-second TV spot/video that updates Fogle's personal story, and is the driver for a weight/health-related social media engagement effort. 

The campaign has two clear brand objectives.

One is to make sure that up-and-coming generations of consumers are exposed to the now nearly 20-year-old story of how Fogle lost more than 200 pounds by eating at Subway twice per day (and walking extensively). After all, that success story was in many respects the genesis of Subway's healthier-for-you-QSR brand messaging. 

"Jared is inextricably linked with our brand," says Subway CMO Tony Pace. "He's a real, authentic person, and it's important that we retell his authentic story, because some younger people might not know the original story."

It's also important to update that story, Pace says, in part to inspire people by showing that it's possible to maintain weight losses. The update also provides an opportunity to convey that, because Fogle is now a father, he has even more reason to stay fit, be a good role model for his two kids, and (as he says in the video) "pass along better eating habits to young people everywhere."

Fogle's family-man status also aligns beautifully with smart marketing to the Millennial audience. Millennials put their kids' desires and nutritional welfare first when it comes to making eating-out decisions, according to a recent report by The NPD Group.

In the new TV ad, from Subway agency of record MMB, the real Fogle is shown introducing himself. He then narrates his story, which is shown in animation (with cartoon characters portraying him and his family).

The ad ends with Fogle encouraging others to share their own "stories," using the hashtag #MYJOURNEY, on Subway's social channels (mainly Facebook and Twitter) and a Jared's Journey page on the brand's site. The hashtag also appears on screen a couple of times during the animated story thread.

The TV spot will debut during this weekend's NCAA Final Four coverage. 

Like many ads that feature Fogle, this one will "have longevity" because it's designed to reinforce Subway's core brand messaging rather than convey a timely offer, notes Pace.