It seems like, these days, every fast food joint is heavily promoting its healthy menu. In response to Americas “cry” to eat more healthy, McDonald’s and the like are offering earth-grown fare in addition to its normal culinary delights. The challenge is simply this: how do you market a salad that would mean anything to anyone? The answer is you don’t; you market around the salad.
Quiznos, the “It’s toasted” people, recently broke and television campaign to promote its contribution to America’s waist watching. But instead of spending valuable air time trying to get you to think about something as mundane as lettuce, they focused on the way you eat the salad. The news is that Quiznos provides real forks to eat the salad with. Imagine for a minute what that meeting must have been like. “We can’t do that it will be to expensive, time consuming to implement, against the franchises wishes, a threat to homeland security”. But somehow the value of the message was sheparded through.
As a man who has broken his share of plastic forks while trying to stab a cherry tomatoes, I, for one, am intrigued by this new idea. By thinking around the product, Quiznos, has given life to a category of sameness.
Michael Kosowicz