KFC Arabia and TBWA\RAAD launch ‘Taste Rules’ to redefine dining etiquette
In the Arab world, hospitality is sacred, guests are polite, hosts go all out, and sharing food is a cultural norm. But KFC Arabia adds a playful twist to tradition with ‘Taste Rules,’ a new campaign by TBWA\RAAD that champions messiness as the new chic.
This 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.
To amplify the message, the campaign rolled out through a full 360-degree omnichannel approach across key MENA markets, including KSA, UAE, and Qatar. ATL, BTL, digital, and social touchpoints worked seamlessly together, ensuring consistent reach and resonance throughout the region.
More than an ad, “Taste Rules” taps into Gen Z’s love for authenticity and fun, keeping KFC’s authentic connection with the people of the Middle East, rooted in culture, delivered with humour, and driven by irresistible taste.
Credits
Client
Ahmed Arafa – Chief Marketing Officer
Raneem Tayeh – Associate Brand Director
Raghad Elassi – Senior PR Manager
Agency: TBWA\RAAD
Joe Lahham – Managing Director
Catherine Bannister – Chief Strategy Officer
Derek Green – Chief Creative Officer
Ramez Rahal – Senior Strategic Planner
Frederico Roberto – Executive Creative Director
Rodrigo Scapolan – Creative Director
Peter Guindy – Associate Creative Director
Mahmoud Elshahat – Associate Creative Director
Farida Abdelaal – Senior Arabic Copywriter
Ahmed Hamza – Senior Account Director
Richard Rao – Account Director
George Oghgassian – Account Manager
Layla Adib – Account Executive
Aya Abdulfattah – Senior Producer
Tony Kayouka – Head of Social and Content
Hamza Khan – Senior Social Media Manager
Rand Hilal – Social Media Manager
Jana Jamaleddine – Content Creator
Rony Skaf – Head of Digital and Innovation
Rabih Chehayeb – Senior Digital Account Manager
Karim El Khoury – Senior Digital Account Executive
Diala Toska – Digital Account Executive
Production: 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: We are Covert – Olha Korzhynska
Art Director: Zeina Nawar
Wardrobe Stylist: Michella Bteich
Food Stylist: Alia El Sawy
