OUR TEAMS OF BODYBUILDERS GAVE YOUNG MEN A HEALTHY GREETING AT THEIR FAVOURITE HANG-OUTS

All of them were trained to deliver our key message: Subway would help you stay healthy during Ramadan and beyond.

In every big city we visited key cafés, and our body builders talked about the healthy products on offer at Subway and how to keep the body fit during Ramadan.

To reinforce the message, they handed out leaflets and details of the Subway menu as well as signing up our target to receive on-going communication about healthy eating from Subway. To ensure our teams were welcomed (youth cafés don’t sell food), we backed our message by taking advertising with key cafes.

This campaign was unique: it reached our target at the right time – Suhur – and in the right place – youth cafes; and the embodiment of Saudi health – bodybuilders – personally communicated our message.

SUBWAY FLEXED ITS MUSCLES AND GREW SALES DURING RAMADAN – FOR THE FIRST-TIME EVER!

Our insights have transformed Subway’s business. A company that had written off Ramadan sales for 20 years has been re-energized.

Instead of dropping by 60-70%, they grew by an incredible 20%.

Subway is now a 12-month a year business in Saudi Arabia and the country was one of Subway’s fastest-growing markets globally in 2012.

In addition, we generated 10,000 new contacts for Subway, who it now reaches out to on a weekly basis to help reinforce its position as the place for healthy eating.