Creative in association withGear Seven
Subway Brings Malaysians 1 Foot Closer for Ramadan Campaign
Advertising Agency
Kuala Lumpur, Malaysia
A creative collaboration from VMLY&R COMMERCE brings Malaysians 1-foot closer to seasonal value offerings and local artist collaboration

Subway Malaysia is celebrating family and togetherness this Ramadan with the launch of its 1-foot closer or Satu Kaki Lebih Mesra campaign.

Conceptualised and executed by VMLY&R COMMERCE, the brand’s lead creative agency, Subway highlights the importance of sharing and kindness in the community, in a series of heart warming videos, featuring people from different walks of life. One video features conflicts and dynamics in the workplace that can be overcome with patience, while other videos showcase families and couples practising forgiveness, in time for a peaceful and fulfilling Ramadan. 

In conjunction with this campaign, Subway restaurants in Malaysia introduced seasonal offerings for the whole family, including the Italian B.M.T., Roast Chicken, Steak & Cheese, Chicken Teriyaki, and Chicken Slice at only RM19.00 for a footlong, starting from 13th April 2022.

“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, country director, Subway, SouthEast 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.”

With Satu Kaki Lebih Mesra, Subway Malaysia also introduced to the world a new mascot: the lovable, relatable Sabweh character. A beautiful brainchild of social media art sensation Ernest Ng, known for his ‘Don’t like that la bro’ comic series, Sabweh has made his debut across Malaysia, on limited-edition Raya packets, available for guests to redeem in-restaurant with any purchase. 

“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, just in time for us to celebrate this Ramadan with our Malaysian community,” said Hang Ee Laine, head of marketing, Subway, SouthEast Asia.  

“We believe that creating great work requires brave clients, and we’re truly blessed to have supportive clients who give us the trust to execute bold campaigns. We collaborated closely with Subway every step of the way, and was able to further humanise the campaign with more relatable elements that spoke to Malaysians. More than just a meal, Subway to us, is a brand experience that brings people together this Ramadan,” said Phoecus Lee, executive creative director VMLY&R Commerce.

Guests can come on the 1-foot closer journey with Subway this Ramadan on Subway Malaysia’s Instagram and Facebook pages to celebrate the season of forgiveness and togetherness.