Grey Group MENA has won the communications brief for Subway across Saudi Arabia.
The fast food chain, which is operated by the Shamel Food Company within the kingdom, has more than 118 restaurants across the country.
The wins follows a four-month pitch process involving six agencies, three of which were chosen to present their proposals to Subway’s regional marketing team.
The partnership puts Grey’s Riyadh office in charge of Subway’s advertising and communication for all of the brand’s branches across Saudi Arabia.
“Our goal is to expand the network of locations and reach 200 restaurants by 2020,” said Mohsen Adeeb, chief executive of Shamel Food Company. “We commit to providing fresher and better quality products to satisfy the increasing demand of our communities.”
Marc Bouharb, Grey Riyadh’s managing director, added: “At Grey, we are thrilled to be collaborating with the world-famous Subway brand on orchestrating its marketing, advertising and communication strategy in Saudi Arabia. We look forward to working together on the planning and execution of winning campaigns and initiatives that will take the brand to new heights across the kingdom. And also to reinforcing the exceptional message that Subway aims to spread among its customers, partners and the wider public.”
The appointment is the latest in a string of new business wins for Grey MENA. The agency has also recently picked up Jumeirah Golf Estates, DIFCO and Duracell, among others.