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 campaign that makes messy the new chic.

What happens when there’s just one piece of chicken left? In the campaign film, that debate reaches a wild crescendo.

The new campaign 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. It aligns KFC with food enjoyment and makes that food stand out.

To amplify the message, the campaign is running in key MENA markets, including KSA, UAE, and Qatar, with ATL, BTL, digital, and social working together to ensure consistent reach and resonance throughout the region.

The culture-driven campaigntargets Gen Z with authenticity and fun, keeping KFC’s authentic connection with the people of the Middle East.

Credits:

Client: KFC
Chief Marketing Officer: Ahmed Arafa 
Associate Brand Director: Raneem Tayeh
Senior PR Manager: Raghad Elassi

Creative Agency: TBWA\RAAD
Managing Director: Joe Lahham 
Chief Strategy Officer: Catherine Bannister
Chief Creative Officer: Derek Green
Senior Strategic Planner: Ramez Rahal 
Executive Creative Director: Frederico Roberto
Creative Director: Rodrigo Scapolan
Associate Creative Director: Peter Guindy & Mahmoud Elshahat
Senior Arabic Copywriter: Farida Abdelaal 
Senior Account Director: Ahmed Hamza
Account Director: Richard Rao 
Account Manager: George Oghgassian 
Account Executive: Layla Adib
Senior Producer: Aya Abdulfattah 
Head of Social and Content: Tony Kayouka
Senior Social Media Manager: Hamza Khan 
Social Media Manager: Rand Hilal 
Content Creator: Jana Jamaleddine 
Head of Digital and Innovation: Rony Skaf
Senior Digital Account Manager: Rabih Chehayeb
Senior Digital Account Executive: Karim El Khoury
Digital Account Executive: Diala Toska

Production Company: 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: Olha Korzhynska @ We are Covert
Art Director: Zeina Nawar
Wardrobe Stylist: Michella Bteich
Food Stylist: Alia El Sawy