Subway Malaysia serves up new mascot ahead of Ramadan

Subway Malaysia is introducing is new mascot named "Sabweh" alongside its new Ramadan campaign. Sabweh will debut across Malaysia with limited-edition Raya packets, available for guests to redeem in-restaurant with any purchase from 13 April onwards. Sabweh was the brainchild of social media artist Ernest Ng, known for his "Don't like that la bro" comic series.

Hang Ee Laine, head of marketing, Subway, Southeast Asia, said the partnership with Ng is a key milestone for the brand in its efforts to bring Subway closer to Malaysians and it is excited to celebrate this Ramadan with its Malaysian community.

While Subway did not reveal the monetary investment behind the creation of Sabweh, its spokesperson said Ng had previously designed the Sabweh character for one of his comics and the character was very popular with Malaysians. "We felt that the lovable art piece deserves a bigger stage, and decided to engage Ernest to create a series of limited-edition Raya-themed versions of Sabweh that our guests can take home this festive season," the spokesperson said.

This creative collaboration was conceptualised and executed by Mutant Malaysia and is part of the overachieving Satu Kaki Lebih Mesra campaign created by VMLY&R. The campaign showcases a series of heartwarming videos, featuring people from different walks of life, in an attempt to highlight the importance of sharing and kindness in the community. 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.

At the same time, Subway restaurants in Malaysia will also introduce seasonal offerings including the Italian B.M.T, roasted chicken steak and cheese, chicken teriyaki, and chicken slice.

Samad Mohd Shariff, country director, Subway, Southeast Asia, said its mission is simple. "We want to bring family and friends together this Ramadan. And now with the lifting of the restrictions, we can. “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," he added.

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