Subway restaurants roll out ‘Lighten Up’ campaign in Arab world

^Subway restaurantsin the Arab world, part of the world’s largest submarine sandwich franchise, today rolled out its second regional drive for 2011 with the ‘Lighten Up’ health campaign offering eight varieties of sandwiches with six grams of fat or less.

The eight ‘high-in-flavour’ categories include six-inch sandwiches such as the Subway Club, Veggie Delite, Smoked Turkey, Roast Chicken, Roast Beef, and the Chicken Teriyaki. The range is made with Italian or wheat bread and includes a combination of onions, lettuce, tomato and green peppers. Additional ingredients such as pickles and olives are also added to spice up the offerings while cheese or condiments such as mayonnaise are not used in the sandwiches.

Taking forward the Subway principle that customers have the liberty to build their own subs the way they like, the region-wide campaign spans the UAE, Saudi Arabia, Kuwait, Oman, Qatar, Bahrain, and Jordan.

Hisham Ghazal, Regional Marketing Manager, Subway Middle East and Africa, said: “We are delighted to launch the ‘Lighten Up’ health campaign which aims to raise awareness about the health concepts we offer our customers and the wide options they can experience. Our range of customized freshly-made subs has led many customers to change their eating habits and move towards healthier lifestyles.

“Several of our restaurants in the region have been recognized. For instance, we have received titles such as the Healthy Food Ambassador from the Ministry Of Health in Saudi Arabia and a recognition award from the World Health Organization The Subway campaign is also being deployed on television and social media platforms.”

As part of the ‘Lighten Up’ health campaign, each market in the region is communicating the message at a local market level, utilizing resources at the national and local levels.

Subway restaurants in the Arab world are particularly leveraging the MBC Group’s television channels to communicate the message over a period of one month. Arabic and English slots are being utilized to focus on the final product and disseminate an effective message about low fat sandwiches.