OM BDR

THE CHALLENGE KFC Saudi faced an important question: how do get young Saudi to see us not as another outsider, but as a brand deeply embedded in Saudi culture? THE INSIGHT Through social listening and net sentiment analysis, we've spotted an opportunity: Saudis were giving preference to international brands that were creating bespoke products for the market. 2.5X Overall sales mix higher than benchmark 133% daily store units sold above expectations THE STRATEGY Keeping our ear to the ground and digging deep into the country’s palate, KFC knew it had to do something truly disruptive to regain Saudis hearts. Something close to home. An icon of their own. And have Saudi Arabia do something no other country has done before. THE IDEA KFC changed its recipe for Saudi Arabia. It put the - now infamous - Colonel Sanders aside and brought in Om Bdr and her Srar Hail seasoning as the official 12th spice to the world-renowned 11 herbs & spices mix. She took over the restaurants, the platforms and stole everyone’s attention. ‘And Saudis re-embraced KFC once again. 91.25% CTR above category best-in-class