Would you like to snack on a sneaker? Or a yummy yoga mat? Sandwich chain Subway recently responded to customers who spoke out against the the company’s use of a food additive, which is also used to make sneakers springy.
Customers took to social media to protest the delicious sounding azodicarbonamide after being prompted by popular blogger Vani Hari of Foodbabe.com. Hari tried traditional customer service channels first, but ultimately used her blog to encourage readers to use social media to speak against the sandwich chain’s use of the additive. Hari’s petition quickly garnered thousands of signatures.
Hari was very skilled in how she crafted her message. By relating the additive to sneakers and yoga mats, she developed a concise, sticky message that was able to spread virally.