Saudis don’t go to KFC. They have Al Baik, a local fried chicken brand, and the Kingdom’s pride.
Yet in September 2019, KFC became the only fast food restaurant to serve locally sourced chicken. Real Saudi chicken. So we did the unthinkable for a brand, and changed the iconic KFC red to Saudi green.

Made at TBWA RAAD.
Awards: Effie Awards - Youth Marketing/Services - Bronze (2021)WARC - MENA Strategy - Gold (2020), WARC - MENA Strategy - Brand Rebel Special Award (2020).