The sandwich chain has a chance to show customers the integrity behind its obesity campaign was real, even if the pitchman turned out to be a fraud

Jared Fogle, Subway’s lead pitchman for 15 years, may be on his way to prison, and the restaurant chain is losing a cornerstone of its enormously successful brand story. But it doesn’t have to. Subway has a moment, right now, to step up and show that the authenticity and heart it showed with the Fogle campaign was real, even if the pitchman turned out to be a fraud.

Fogle’s story of losing 245lbs on the Subway diet turned the chain into the most effective brand in the restaurant industry and, according to some measures, was responsible for nearly tripling Subway’s sales. This was authentic-seeming storytelling at its best. Instead of slick ads and empty promises, Subway was telling its customers that they could be the hero of their own story, and that the restaurant was there to help by offering affordable, healthy choices in an otherwise bleak fast food landscape. Diners gobbled it up.

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Source: The Guardian Circular Economy RSS