Kuala Lumpur, Malaysia – Fast food chain Subway in Malaysia has unveiled its first-ever localised wrapper design for its sandwiches as commemoration of Merdeka or Malaysia Day, which will be held on August 31 this year. The wrapper is designed by Malaysian comic artist Ernest Ng.
Guests will be seeing the Malaysian-themed wrapper at Subway Restaurants nationwide throughout the months of August and September 2022. Right off the back of the recent Subway Mini World Exhibition, this collaboration is yet another effort to connect with local consumers in Malaysia.
The bespoke wrapper features comic interpretations of Malaysian landmarks, including the Petronas Twin Towers, and pays homage to other local icons such the Greenback Turtle and the Rafflesia flower. Subway Malaysia’s beloved local mascot Sabweh is also featured on the wrapper, rounding off the localised design to delight guests and Subway fans alike.
Hang Ee Laine, head of marketing for Subway in South East Asia, Hong Kong and Macau, said, “At Subway, we’re always looking for new ways to give our guests new and memorable experiences that go beyond our menu offerings. With this bespoke wrapper, we’re celebrating Malaysia’s heritage, culture and local talent.”
She added, “Malaysia has always been an important market and we’ve witnessed great success with localised offerings, so we’re excited to add something ‘fresh’ to the guest experience during these months of celebration for Malaysia.”
Meanwhile, Archana Menon, country manager for Malaysia at Mutant Communications, commented, “It’s a privilege for us to be working with a globally loved brand like Subway, and we have really taken their quest for guest innovation to heart. Globally, Subway has never had a localised wrapper, but given the feedback from local guests, we believe this will resonate with guests in Malaysia.”
She added, “It has been great working with the Subway team because they are so supportive of our efforts and are always willing to try something new and push the boundaries of partnerships and collaborations.”