2020/2021 Winners & Shortlists

Cultural / Context information for the jury

KFC has been in the Kingdom of Saudi Arabia for decades. However, Saudis have always seen KFC as an average western brand, and they prefer taste of local brands, who have always ridden the wave of “local pride.” To unlock the gates to the Kingdom, KFC made some bold moves to become the only fast- food brand serving Fresh Saudi-raised chicken in their restaurants across the Kingdom, trumping their competitors and their frozen chicken. To announce our “fresh news,” and show that we were more Saudi than any other ‘local’ Saudi brand: we changed the colour of our bucket, uniforms, and other collateral from iconic KFC red to majestic Saudi green. To elevate the concept even further, we took another iconic Saudi symbol, the Shemagh, and turned it into a “KFC patterned” poster, demonstrating that we are, in fact, the most “local” chicken brand throughout the Kingdom.

Is your poster / billboard larger or smaller than a 6 sheet poster (1200 x 1800mm)?

smaller