KFC was seen as ‘too American’ by proud Saudis who prefer their chicken fix to come from home-grown brands. The irony was that, while in 2019 KFC had started serving Saudi chicken sourced from local farms, most beloved local brands sourced their meat from overseas suppliers. To communicate its commitment to fresh and local produce, KFC turned all of its brand assets ‘Saudi green’ – from its advertising through to buckets and staff’s uniforms. Ads on TV and social media exposed the reality of local brands’ misleading communications, and leading influencers also spread the news.
Client: KFC Saudi Arabia
Agency: TBWA\RAAD
Creative Direction: Manuel Bordé
Art Direction: Felipe Menezes, Alejandro Cussó, Juliana Arboleda
Copywriter: Sabine Haddad
