Subway has claimed a new Guinness World Record for the most people participating in a crunches relay, marking the launch of its new Footlongest Crunch Series across selected Middle Eastern countries. In Dubai, 261 participants gathered at South View School to complete the relay in just 13 minutes, securing the record.
In an interview with Campaign Middle East, Zeinab Elamrawy, Head of Marketing for EMEA Master Franchise Markets, outlined the campaign’s strategic intent. “Subway offers healthier options within the QSR space, which aligns well with an active lifestyle. This campaign lets consumers enjoy our products without feeling sluggish or guilty afterward,” said Elamrawy.
Prominent athletes also joined the campaign, including Amal Bin Haidar, former captain of the UAE Women’s National Basketball Team, who participated in the record-breaking relay, and Farah Jefry, player for Saudi Arabia’s Ittihad Ladies Football Club, who featured in the campaign’s TV commercial.
The campaign rolled out across various media platforms, including out-of-home, cinema ads, digital and radio channels in local markets. On a broader scale, it featured prominently on social media, with regional digital formats on TikTok and YouTube. The global strategy extended to La Liga digital banners, programmatic ads on InMotion, and both earned and paid PR efforts, partnered with Guinness to set the new record.
Inspired by the local trend of adding a crunchy twist to sandwiches, the Footlongest Crunch Series was created in collaboration with Doritos. It features two new subs, a freshly made salad, and the Footlong Loaded Doritos as a side. Available for a limited time in Saudi Arabia, UAE, Kuwait, and Bahrain, this new lineup has already driven a 5% increase in product mix contribution and positive brand sentiment, especially among younger consumers, according to Elamrawy.
The Subway Footlongest Crunch Series brings a bold, regional twist to the menu, reflecting a tradition that resonates with many fans across the region.
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