An innovative campaign from KFC Arabia, working with agency TBWA\RAAD takes the Grand Prix in a WARC Prize for MENA Strategy that counts titans including AstraZeneca, Bose, Burger King, KFC and Knorr, as well as local brands, such as Almosafer, Diari, Home Centre and Loto Libanais among prize winners.

This is the fifth year of the prize, which was created to uncover and celebrate the best cases of strategic thinking and execution across the Middle East and Africa.

“The winners of the WARC Prize for MENA Strategy are a body of effective work that leave ‘marketing for marketing sake’ to the side and provide inspiration that the industry can draw from,” said Peter DeBenedictis, Chief Marketing Officer, Middle East and Africa, Microsoft and chair of the jury.

The winning campaign: Shift+K+F+C

‘Shift+K+C’, which also took a special award for Pivot to Digital, is one to study for brands wishing to talk to gamers. KFC modified its customer journey for Saudi gamers by creating a cheat code to accelerate the online ordering process and unlock a unique menu item tailor made to gamers’ needs.

Promoted solely through Twitch and gaming influencers, the campaign triggered a 45% sales uplift.

The winners in full

Four winning entries are regional campaigns, with the other award-winning work for national markets – Lebanon (3), United Arab Emirates (3), Saudi Arabia (2), Egypt (1), Tunisia (1). WARC subscribers can access all the entries and winners here. The full analysis and resulting insights from the prize will be available in a report to be published in September

Grand Prix

  • Shift+K+F+C · KFC Arabia · Yum! Brands · TBWA\RAAD Dubai · MENA + Pivot to Digital Special Award


  • A Dad's Job · Home Centre · Landmark Group · FP7 McCann Dubai · MENA + Brand Rebel Special Award
  • Rooftop Farms · Knorr · Unilever · FP7 McCann Cairo · Egypt + Long-Term Strategy Special Award
  • The Doppelganger · Burger King · Restaurant Brands International · Wunderman Thompson KSA · Saudi Arabia


  • Pay Cut Whopper · Burger King · Restaurant Brands International · Wunderman Thompson Dubai United Arab Emirates
  • Noise-o-Meter · Bose · Wunderman Thompson Dubai · MENA
  • Mars Shot · Emirates Nation Brand · Government of United Arab Emirates · FP7 McCann Dubai · United Arab Emirates
  • Thank You Russia · LADA · Renault · TBWA\RAAD Lebanon + Local Hero Special Award


  • A Journey Across Tunisia · Diari · FP7 McCann Tunis, FP7 McCann Dubai · Tunisia
  • Neb Adventures · AstraZeneca · McCann Health Dubai, FP7 McCann Dubai · United Arab Emirates
  • The Man Who Never Got Anything Back · Emirates NBD Saudi Arabia · Emirates NBD · Momentum Riyadh · Saudi Arabia
  • The New National Anthem Edition · An-Nahar · Impact BBDO, OMD · Lebanon
  • Stories of Mecca · Almosafer · Seera Group · FP7 McCann Riyadh · MENA
  • Dream Number · Loto Libanais · LLDJ · Impact BBDO Dubai · Lebanon

Sourced from WARC

Sourced from WARC