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.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

The Kingdom of Saudi Arabia is the largest country in the gulf, with the largest population of “locals” (people who were born in the Kingdom, and not expats). While the people of Saudi Arabia are extremely diverse, the one thing that unites them all is the pride they have for their country (now more than ever, with the many positive changes happening in the Kingdom). In order for a brand that isn’t “Saudi” born to stand a chance at becoming a staple part of Saudi Culture (especially in the saturated, competitive market of QSR), there has to be a something culturally relevant, something tangible that ties the brand to Saudi roots. For KFC, this meant going down to a product grass roots level to create that relevance, and bringing it to life through symbols and colour that are quintessentially Saudi.