KFC has found a new battleground to conquer – the virtual warzones of Call of Duty. TBWA\RAAD introduces the KFC Bribe Bucket, giving gamers a wild new way to negotiate for their lives when they’re downed in-game.
The Bribe Bucket makes us of Call of Duty’s proximity chat, a voice feature that lets players talk, joke, or trick their opponents. It invites gamers to barter for mercy by offering up KFC vouchers in exchange for being spared. When seconds count, a bucket of finger-lickin’ chicken could be the difference between a crushing defeat and a triumphant comeback.
“We wanted to bring an unexpected twist to both gaming culture and the KFC brand,” stated Joe Lahham, managing director at TBWA\RAAD. “By blending the excitement of Call of Duty with the irresistible taste of KFC chicken, we’ve created a new currency for survival – fried chicken.”
The campaign launch kicked off with a TikTok film, urging fans to repost and receive KFC vouchers. The vouchers, in turn, become an in-game bargaining chip. Players will be testing their luck: some bribes are accepted, some aren’t – but the chicken is always taken.
To spark engagement further, KFC is delivering limited-edition Bribe Buckets to influencers and gamers, complete with sleek briefcases to match the campaign’s undercover vibe. Streamers, too, are joining in, sharing moments where the offer of a KFC voucher sways an enemy from pulling the trigger.
@kfcgamingme 🚨 تحتاج خطة للهروب في Call of Duty؟ الحل عندنا مع Bribe Bucket من كنتاكي. 🍗 شارك الفيديو واحصل على قسيمة وقدّمها لعدوك حتى ما يخلّص عليك. عشان مين يقدر يقاوم كنتاكي؟ 🛡️ #KFCBribeBucket #COD #KFCGamingME ♬ original sound – KFC Gaming
@basharkk وصلني اغرب تحدي في كود 😳 تحدي ألعب وارزون و بس انمسك رهينة او اطيح احاول ارشي العدو انه بخليني عايش وبالمقابل اعطيه وجبة مجانا ً من KFC 🍗 بعد شوي رح اسوي بث مباشر نحاول نسوي فيه التحدي مع بعض، الراب في البايو 👀 @KFC Gaming #KFCBribeBucket #COD #KFCGamingME ♬ original sound – Basharkk
“With the Bribe Bucket, we’re not just serving chicken, we’re giving players a whole new way to win,” explained Ahmed Arafa, chief marketing officer for KFC MENAPAKT & CIS. “In the heat of battle, a bucket of KFC can flip the odds, turning a guaranteed knockout into a finger-lickin’ comeback.”
Credits:
Creative Agency: TBWA\RAAD
Managing Director: Joe Lahham
Executive Creative Directors: Santiago Cuesta & Frederico Roberto
Creative Director: Rodrigo Scapolan
Associate Creative Director: Ayman Shehade
Senior English Copywriter: Sanele Ngubane
Senior Art Directors: Diogo Seiber & Leandro Werneck
Art Director: Seif Rashwan
Chief Strategy Officer: Cathrine Bannister
Head of Communications: Romy Abdelnour
Strategist: Ramez Rahal
Senior Designer: Smithesh Krishnan
Head of Social and Content: Tony Kayouka
Senior Social Media Manager: Hamza Khan
Senior Social Media Executive: Rand Hilal
Senior Account Director: Ahmed Hamza
Account Director: Richard Rao
Senior Account Executive: George Oghgassian
Account Executive: Layla Adib
Executive Digital Director: Rony Skaf
Senior Digital Manager: Rabih Chehayeb
Digital Account Executives: Karim El Khoury & Diala Toska
Creative Services Director: Ezzat Habra
Media: Hearts & Science
Campaign Partner: Power League Gaming
Production Company: Piloto
Director: Rafael Antonelli
Executive Producer: Natalia Souza
Executive Production Assistant: Willian Sousa
Commercial Director: Regina Knapp
Project Coordinator: Roberta Frederico
Project Managers: Rayssa Bernardi and Marília Raffaeli
Post-Production Coordinator: Alexandre Chalabi
Art Director: Thiago Biazzoto
Editors: Kevin Crauford, Rafael Antonelli & Cris Arbex
Finalisers: Kevin Crauford & Lucas Garcia
Motion Graphics & Compositing: Victor Further, Ivan Franco, Ullisses Soares & Pedro Lima
Junior Motion Designer: Alexandre Cardoso
3D & Unreal: Luís Daher & Isaac Nascimento
Colourist: Gigio Pelosi
Rigger: Antonio Froz
