Client: Subway
Date: Mar 2022
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Subway has launched its Ramadan campaign in Malaysia that has an emphasis on the importance of family.

The campaign, called “Satu kaki lebih mesra”, showcases people from different walks of life in a series of videos as they practice forgiveness despite the conflicts they face in their daily lives.

“Our mission is simple—we want to bring family and friends together this Ramadan. And now with the lifting of the restrictions, we can,” said Samad Mohd Shariff, Malaysia country director, Subway South East Asia.

“Ramadan is a season of celebration, family, and togetherness. We are excited to amplify this message through the Satu Kaki Lebih Mesra campaign in the local community, and through our seasonal value offerings, which are perfect for sharing, caring and spending time with our loved ones.”

In addition, Subway will launch a new mascot called Sabweh as part of the campaign. Designed by Ernest Ng, known for his ‘Don’t like that la bro’ comic series, the mascot will be featured on Hari Raya packets released by Subway.

“The partnership with local Malaysian artist Ernest Ng this year is a key milestone for us in our efforts to bring Subway closer to Malaysians, and we are excited to celebrate this Ramadan with our Malaysian community,” said Hang Ee Laine, head of marketing for Malaysia at Subway South East Asia.