All work

Subway Arabia

Flavors of the World

A social approach that turned Subway’s menu into a passport, launching three new flavours across Saudi, the UAE, Bahrain and Kuwait.

Client
Subway Arabia
Markets
KSA, UAE, Bahrain, Kuwait
Scope
Social approach, teasers, influencers, competition
Slide with HELLO in giant type and a pair of cucumber-slice sunglasses on yellow.

The brief

Three new flavours (BBQ, Aachari and Sumac) launching across four markets. Make noise, make Subway the go-to for global taste, and get people in KSA, the UAE, Bahrain and Kuwait involved, not just informed.

The idea

Meals used to just satisfy hunger. What if every bite was an invitation to take your taste buds for a ride? The strategy framed the launch as a trip: a boarding pass in hand, a suitcase half-packed, a countdown to departure. Keep the flavours mysterious, and let every hint act as a breadcrumb to the reveal.

The journey

  • Pre-boarding. Three POV teasers: planning with your buds, packing for a ride, and the boarding call, with wrapped subs moving through airport security carrying flavour stickers.
  • Exploration. The reveal: “Touchdown, at last!” The hero hands the jars of sumac, Aachari and BBQ to a Sandwich Artist, who builds the first sub.
  • Travel influencers. A Mystery Travel Box of clues, stickers and a boarding pass, sending creators across their city to one final destination: a Subway.
  • Tag a buddy & win. Tag who you’d share the new flavours with and pick one first, for free subs and exclusive merch in every market.
“Every great trip starts with a hint of wanderlust.”From the concept
The concept slide: “Every great trip starts with a hint of wanderlust.”
The concept, in one slide.
Teaser 2 slide, “POV: Packing for a Ride”, with suitcase and outfit references.
Teaser 2: POV, packing for a ride.
Mystery Travel Box slide with sticker, boarding-pass and box mock-ups.
The Mystery Travel Box: stickers, boarding pass, box.
Slide: “Meals used to just satisfy hunger,” over a traveller in the desert.
Setting the tone: no passport required.
Tag & Win slide with a sheet of BBQ, Aachari and Sumac travel stickers.
Tag & Win, with the flavour sticker sheet.