Subway chain enlists familiar figure to fight childhood obesity

HARTFORD, Conn. -- The Subway Restaurant chain has enlisted Jared, its weight-loss spokesman, for a new ad campaign that targets childhood obesity.

Jared Fogle, who first appeared in Subway ads in 1999 touting his success shedding 245 pounds eating only all-vegetable and turkey Subway sandwiches, kicked off the chain's Fresh Step campaign in Washington, D.C., on Wednesday.

"It really empowers kids to make them aware of decisions they may not even be aware of," Fogle said. "Kids feel like they have no control over their own lives, what they snack on, their choices at lunchtime."

About 30 percent of children ages 6 to 10 in the United States are overweight and more than 15 percent are obese, according to the National Center for Health Statistics. Two-thirds of American adults are classified as overweight or obese by the Centers for Disease Control and Prevention.

Fogle, who has toured the country talking to school children about healthy lifestyles, appears at the close of new TV ads with three children who have improved their diets and become more physically active.

Fogle strikes the pose he made famous in previous ads, displaying his old extra-large pants.

The Milford, Conn.-based chain plans to spend up to $35 million on national and local ads during the campaign.

Fred DeLuca, president and co-founder of Subway, said the chain has a responsibility to do its part "to encourage healthy habits in children involving increased physical activity and nutritious food choices, essential components to prevent childhood obesity."

About 21,000 Subway restaurants operate in 75 countries.

The fast-food industry, which has been targeted by lawsuits and criticism it is adding to Americans' waistlines, has been moving for years toward healthier alternatives. Salads have become commonplace. And in May, McDonald's Corp. launched adult Happy Meals with salad, bottled water, pedometer and health advice.

Chick-fil-A, a fast-food chain known for its fried-chicken sandwiches, last month added cups of sliced apples, grapes, pineapple and oranges to its menu.

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