KFC: Launching Local Chicken

QSR brand KFC used a TV, social media and outdoor campaign to publicise its use of fresh Saudi chicken in order to appeal to national pride and boost sales in Saudi Arabia.

Campaign details

Brand: KFCBrand owner: Yum!Lead agency: TBWA\RAADContributing agency: Hearts & ScienceMarket: Saudi ArabiaIndustries: Restaurants & takeawaysMedia channels: Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Public relations, Social media, Television, Word of mouth, influencersBudget: Up to 500k

Executive summary

Saudis pledge their loyalty to homegrown brands. KFC was too American for them and was nowhere when it came to competing with local chicken fast-food brands like Al Baik. But, in December 2019, KFC officially became the only major fast-food brand serving fresh, local chicken...

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