In the Arab world, hospitality is sacred, and the norms are clear: guests are polite, hosts go all out, and sharing food is non-negotiable. But KFC Arabia put a playful twist on this tradition with “Taste Rules,” a bold new campaign that celebrates messy as the new chic.
This isn’t about a single product launch; it’s about attitude. When KFC hits the table, it takes over. Double dipping? Mandatory. Sauce smears? Wear them proudly. Cutlery? Cute idea, but no thanks. Big, unapologetic bites? Absolutely. Taste wins. Manners lose.
To amplify the message, the campaign rolled out through a full 360-degree omnichannel approach across key MENA markets, including KSA, UAE, and Qatar. ATL, BTL, digital, and social touchpoints worked seamlessly together, ensuring consistent reach and resonance throughout the region.
More than an ad, “Taste Rules” taps into Gen Z’s love for authenticity and fun, keeping KFC’s authentic connection with the people of the Middle East, rooted in culture, delivered with humour, and driven by irresistible taste.
Client credits:
- Ahmed Arafa – Chief Marketing Officer
- Raneem Tayeh – Associate Brand Director
- Raghad Elassi – Senior PR Manager
Agency credits:
- Joe Lahham – Managing Director, TBWA\RAAD
- Catherine Bannister – Chief Strategy Officer, TBWA\RAAD
- Derek Green – Chief Creative Officer, TBWA\RAAD
- Ramez Rahal – Senior Strategic Planner, TBWA\RAAD
- Frederico Roberto – Executive Creative Director, TBWA\RAAD
- Rodrigo Scapolan – Creative Director, TBWA\RAAD
- Peter Guindy – Associate Creative Director, TBWA\RAAD
- Mahmoud Elshahat – Associate Creative Director, TBWA\RAAD
- Farida Abdelaal – Senior Arabic Copywriter, TBWA\RAAD
- Ahmed Hamza – Senior Account Director, TBWA\RAAD
- Richard Rao – Account Director, TBWA\RAAD
- George Oghgassian – Account Manager, TBWA\RAAD
- Layla Adib – Account Executive, TBWA\RAAD
- Aya Abdulfattah – Senior Producer, TBWA\RAAD
- Tony Kayouka – Head of Social and Content, TBWA\RAAD
- Hamza Khan – Senior Social Media Manager, TBWA\RAAD
- Rand Hilal – Social Media Manager, TBWA\RAAD
- Jana Jamaleddine – Content Creator, TBWA\RAAD
- Rony Skaf – Head of Digital and Innovation, TBWA\RAAD
- Rabih Chehayeb – Senior Digital Account Manager, TBWA\RAAD
- Karim El Khoury – Senior Digital Account Executive, TBWA\RAAD
- Diala Toska – Digital Account Executive, TBWA\RAAD
Production credits: RUSH
- Director: Ben Whitehouse
- DOP: Jose Luis Bernal
- Assistant Director: Wael Deeb
- Executive Producer: Alain Abi Khalil
- Producer: Anita Xanthopoulos
- Senior Producer: Nadine Charcallah,
- Post-Production Producer: Joanne Ghosn
- Offline Editor: Nathalie Moussa
- Music composition: Daniele De Virgilio
- Grading: We are Covert – Olha Korzhynska
- Art Director: Zeina Nawar
- Wardrobe Stylist: Michella Bteich
- Food Stylist: Alia El Sawy
Source: TBWA\RAAD
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