KFC has been on some wild rides of late. In MENA that continues with a new brand platform and campaign by TBWA\RAAD.

The new brand platform, A Taste of What’s Next changes how fans experience KFC, from what’s on their plate to what’s on their feed. The platform goes well beyond advertising, covering menu innovation, restaurant design, digital experiences, social content and cultural activations. It invites fans to break from the expected – to try new flavours, make their meal their own and discover new ways to enjoy KFC. Among the first innovations under the platform is KFC MIX’D, a new mix-your-own chicken experience that puts fans in control, with more customisation and more flavours to discover.

Before revealing what’s next, KFC let go of its past. In the weeks before the reveal, the brand quietly listed its own original buckets, neon signs “straight from our restaurants” and sauces for sale on Dubizzle and Facebook Marketplace, under a single line, “A chapter is coming to an end.” Creators who ordered the items found them delivered to their door, and a simple question followed – what’s next for KFC?

The platform then launched with a hero film about a life dictated by rules. A young man moves through a day where every move feels choreographed, from the alarm to the commute to the office, until he breaks free and his grey world bursts into colour. It’s an invitation to the whole region: make your own move.

“A Taste of What’s Next represents an exciting new chapter for KFC across MENA. KFC has created the chicken category, and being first is part of who we are. Our research across thousands of consumers was clear: people love KFC, but they expect it to evolve with them. We are backing a generation that challenges sameness, embraces what’s different and is always looking ahead. Rather than waiting for the future of chicken to arrive, we’re serving it now, one new flavour, experience and rule-breaking moment at a time,” stated Ahmed Arafa, chief marketing officer, KFC MENAPAKT & CCA.

A Taste of What’s Next is rolling out across KFC markets in MENA through hero content, outdoor, digital and social storytelling, and creator partnerships. With so much more to come.

“KFC has always been a disruptor at heart, and A Taste of What’s Next gives that spirit a bold new voice. It takes courage for a category leader to put its own past up for sale and break with its conventions, and to do it in a way that’s rooted in the culture of this region. We’re excited to keep challenging the norms of the category with KFC, and to shape what’s next for chicken together,” stated Derek Green, chief creative officer, TBWA\RAAD.