News

Middle East Subways launch Lighten Up campaign

April 5, 2011

Subway restaurants in the United Arab Emirates, Saudi Arabia, Kuwait, Oman, Qatar, Bahrain and Jordan have rolled out its second regional drive for 2011 with the "Lighten Up" health campaign offering eight varieties of sandwiches with 6 grams of fat or less.

The eight categories include 6-inch sandwiches: 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 included.

"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," said Hisham Ghazal, regional marketing manager, Subway Middle East and Africa.

The new Subway campaign is being supported by TV, specifically on the MBC Group's television channels, and social media platforms. Arabic and English slots are being utilized to focus on the low fat sandwiches.

The Subway restaurant chain has more than 240 outlets located across the Arab world.