Subway has officially claimed a new Guinness World Records™ title for the most people participating in a crunches relay to market the launch of its all-new Footlongest Crunch Series across select countries in the Middle East.
To sum it up, a total of 261 fitness and ‘Subway lovers’ gathered at South View School, Dubai and crunched their way to the world record in 13 minutes over the weekend.
Speaking in an exclusive interview with Campaign Middle East, Zeinab Elamrawy, Head of Marketing, EMEA Master Franchise Markets, explained the strategic thought behind the campaign, “Subway provides better and healthier options among the QSR space, giving Subway an edge of playing in a space very unique in the industry: active living. No walk of shame or feeling guilty after consuming freshly made subs.”
Subway campaign rollout
Athletes Amal Bin Haidar, Former Captain of the UAE Women’s National Basketball Team, and Farah Jefry, football player in KSA’s Ittihad Ladies Football Club, were both selected to be part of the Subway Footlongest Crunch Series campaign in the region.
Bin Haidar participated in the Guinness World Record, while Jefry joined her in the campaign as the face of the TVC film.
The campaign was rolled out in local markets through OOH, cinema advertising, digital and radio, while the regional office rolled it out on social platforms, which include large digital formats such as TikTok TopViews and Mastheads on YT.
The global campaign included digital banners displayed during the La Liga matches, programmatic advertising on InMotion, PR (earned and paid), and a partnership with Guinness to promote the launch by setting a world record.
Elamrawy explained, “The new Footlongest Crunch Series in collaboration with Doritos is inspired by the popular regional habit of adding a bold flavor of crunch into beloved sandwiches as a long-lived tradition many grew up with. The launch features two new subs, a freshly made salad, and the ultimate side of Footlong Loaded Doritos, the latest addition to Subway’s Series menu which includes a collection of freshly made chef-curated sandwiches.”
The menu range is now available for a limited time in KSA, UAE, Kuwait, and Bahrain, and may differ by market.
Commenting on the effectiveness of the creative campaign, Elamrawy added, “The new, limited time product range is already seeing preliminary, great results with an increase on traffic and product mix against the Subway menu. We’ve also seen positive brand sentiment and how witnessed the younger generation connecting better with the brand.”
CREDITS:
Client: Subway
Zeinab Elamrawy – Head of Marketing, EMEA Master Franchise Markets
May Omran – Marketing Manager, EMEA Master Franchise Markets
Creative and social: Momentum
Managing Director – Raphael Nassoura
Creative Director – Wayne Esslemont
Associate Creative Director – Christopher Booth
Sr. Graphic Designer – Ishtiaq Hussain
Creative Copywriter – Ivan Musoke
Account Director – Yehia El Joudie
Account Director – Rim Hasan
Associate Account Director – Asma Zaghdoud
Sr. Account Executive – Ziad Salem
Regional Head of Digital – Ibrahim Hasan
Digital Strategist – Kenza Djoudi
Social Media Manager – Maria Corban
Content Manager – Mohammed Alnashash
Senior Social Media Executive – Ashraf Hamad
Associate Production Manager – Yemann Aung
Content Creator – Melquiades Abrera
Content Creator – Umair Imtiaz
Production House: Wonderful Productions
Influencer Management:
Rami Gholmieh – Regional Director
Razan Zahra – Director of Influencer Relations
Ghida Al Karout – Operations Executive
Current Global MENAT:
Managing Director: Peter Jacob
Account Director: Jude Lahham
Account Manager: Riya Awtaney
Senior Associate: Mai Hajouj
Agency Producer:
Amin Soltani – Executive Producer
Kayla Fu – Producer
Media: Magna
Senior Media Manager – Tala Fayed
Planning Executive – Halimah Wreikat
Planning Executive – Aya Harb
Performance Manager – Sergio Moubarak
Performance Executive – Faye Fletcher
