Subway Malaysia drops a massive surprise in front of Lot 10

Subway Malaysia is going big — literally — with the launch of "The ultimate footlong meal", a campaign that’s as playful as it is indulgent.

The new limited-time combo, which runs until 30 December, stars the 'Black pepper chicken footlong sub', Malaysia’s first-ever 'Footlong cookie', and a one-foot-tall limited-edition Subway cup.

The real showstopper is parked right in front of Lot 10, Bukit Bintang: a massive 3D Subway bag installation that looks like it’s bursting at the seams. The oversized bag is part of the campaign’s “Too big to contain” concept, inviting curious onlookers to peek through six interactive lubang jenguk or “viewing spots,” each revealing a different part of "The ultimate footlong meal" story. Those who make it to the final spot can unlock an exclusive RM10 discount code for their next Subway feast.

Don't miss: Evelyn Lee joins Subway Malaysia as marketing director

According to Subway Malaysia’s marketing director, Evelyn Lee, the campaign is designed to celebrate Malaysians’ love for bold flavours, hearty portions, and playful experiences. “From the juicy black pepper chicken thigh to Malaysia’s first footlong cookie, this campaign brings together everything Malaysians enjoy, and that's freshness, indulgence, and value, in a way that’s truly too big to contain,” she said.

The "The ultimate footlong meal" campaign comes on the back of Subway Malaysia's recent appointment of Evelyn Lee as its new marketing director this month. According to Lee Ping, director at Subway Malaysia, the appointment signalled the brand’s next growth phase. “Her role focuses on driving brand growth through localised innovation, digital transformation, and strategic partnerships that connect Subway more meaningfully with Malaysian consumers,” she told A+M.

She added that Evelyn Lee will oversee integrated marketing, media, and digital initiatives, while ensuring consistency in brand storytelling and consumer experience across every touchpoint, from in-store interactions to social engagement.

Available nationwide in sub, wrap, and salad formats, "The ultimate footlong meal" taps into the brand’s signature freshness while serving a heavy dose of fun. With its cheeky tagline, “Too long. Too big. Too good", the campaign doubles down on boldness, scale, and shareability.

Earlier in May, Subway Malaysia turned heads with its immersive out-of-home (OOH) campaign, "#3DChomp", featuring a holographic 3D footlong sub at Sunway Pyramid. The eye-catching display was paired with a promo that invited fans to snap a photo with the billboard for a chance to win a year’s supply of Subway footlongs.

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