Donato’s Sandwich Project

My research has lead me to Subway who had led with the slogan “Eat Fresh”. This was interesting as I would like to tackle the issue of eating fresh with the American public. One of the first images that struck me was how one designer had looked to capture the interests of the younger audience and specifically school meals.

The above design incorporated doodles and a writing pad which is iconic of school life (students doodling when bored in lesson), the doodles are simple and by inserting an image of a subway sandwich that looks as if it has been cut out and stuck in shows that’s what the kid is dreaming about or should be thinking about when daydreaming.

I looked also at the actual TV ad campaign that was shot in the US for the US public. I had never seen this ad before although “Eat Fresh” is seen in this country. The language and slang used is very US and I would asume that it is heard regularly by the public.

This ad drew the publics attention to the effects junk food can have on your body, using slang words that people wouldn’t like to hear aimed at them and also what many go to the gym to avoid getting like “double chin”, “thunder thighs” etc. So the ad ends by saying ‘this is what you really getting when you order greasy fast food’ and points the public to eating healthy food with the new range from Subway.

Its interesting to see in various ads that healthy sandwiches are being advertised as something new…but there not! In Britain we have eaten sandwiches as a staple lunch food for many, many years and the benefits are clear: fresh bread, veg and meats are good for you in contrast to greasy, fatty, fast foods. How to make this stand out and get people to re-think going to MacDonald’s and instead picking up a fresh sandwich in the US is the key. Subway had the slogan but even they aren’t all that “fresh”, below is a quote from Meek Speak’s Blog:

“Fresh what exactly?

Freshly laid out processed meat slices with a triple shot of sodium? Fresh processed cheeses? Freshly opened canned pickle slices?…take a look at the bread system because yes, even the bread ain’t all that fresh…it’s merely pre-made tubes of dough laid on a tray and then placed in that bread-sized crematorium. “

So there we have it. It looks like I need a design fresher than ‘eat fresh’ to visualise in a way that makes the US public automatically think of freshness and the benefits.

Some examples of wording on sandwich packaging that caught my eye are below and they show ways of grabbing the publics attention. One looks at challenging the public to try the sandwich to prove how fresh it is and the other looks at the variety of tastes you can get in different sandwiches – basically saying ‘all tastes catered for’ – interesting angles to take and I will be thinking of others for this project.

  

 ”This sandwich is fresh, home made, and delicious. We want you to try to eat this sandwich.”

   

“The great thing about sandwiches is you can enjoy a variety of tastes with no fuss. Ham, lettuce, eggs, tomatoes, choose whatever you like depending on how you feel.”