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Fresh-Cracked Eggs
By: Janet Kalandranis
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This topic has come up before and it will continue to appear again: the idea that brands need to show instead of tell, and do something to make customers understand. Saying the words and truly getting customers to believe are two different things. And unfortunately, showing can give brands the lasting results they want instead of just easily telling a story. The lesson here is that you'd better show fresh instead of just making a tagline that include this word. Details below.

Subway. Eat Fresh. Most consumers are familiar with this brand’s campaign and can match this tagline to the brand. Yet if you ask consumers their feelings on Subway, fresh might not make it to the top of the list. Because consumers assume that Subway isn’t fresh, and the brand just uses this word to appeal to the masses. That was a lot of talking and not a lot of explanation from the brand to the consumer.

Then someone had an idea; a very smart one. Make the word "fresh" real and believable to consumers. Make them understand that this word is attached to the brand and that Subway has the right to say it. The brand’s latest campaign is less about saying the word and more about showing what it means. Their TV campaign showcases various sandwiches with customers saying their item was made fresh long before the brand is revealed, but it gets clearer than this. Subway then showcases different ingredients, explaining that these are fresh. Yes, fresh. So now customers are told exactly what fresh means and how it enters into the Subway brand. This is more powerful than simply stating “Eat Fresh” and hoping that customers will understand what this means.

Don’t worry; it gets better. Subway shows an image of fresh-cracked eggs being whisked in its new spot. The clear indication is that this is what the brand means when it says "fresh." No pre-packaged eggs and no reheated food. Sure, the brand probably isn’t cracking one egg at time (or maybe it is), but this visual makes a statement. It shows customers what to think and what Subway views as fresh. If there was any confusion around what fresh meant, Subway has now made it clear. Or at least clearer than before, with showing instead of telling and some examples that customers can understand. And there it is, years later: Subway, Eat Fresh now makes more sense.

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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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