KFC ft. Wonho Chung owns the Korean BBQ flavour trend with iconic Twister

KFC has partnered with Wonho Chung – a popular Korean influencer and content creator fluent in Arabic – to roll out its new campaign, reimagining its Twister to own the Korean BBQ flavour trend in the UAE.

The campaign recreates the iconic KFC Twister wrap in a culturally relevant and humorous manner, making it feel bold, youth-relevant and accessible.

It shows how KFC partnered with Wonho Chung – the “only Korean guy on the planet who speaks Arabic” – but how things went downhill from there because Wonho Chung began improvising on the campaign with his own costumes, his own designs, his personal touches on the recipe, a Wonho on BBQ menu and much more.

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Creatively, the goal of the campaign was to infuse Korean BBQ attitude without losing core KFC brand codes, keeping the product as the hero and the brand unmistakably KFC. This resulted in a campaign that drove excitement and trial by blending trend-forward Korean BBQ flavours with KFC’s signature crispy chicken, positioning the Twister as a fresh alternative to routine wraps.

The integrated campaign was rolled out across out-of-home (OOH) billboards, digital, CRM and social media channels, and brought to life by TBWA\RAAD, production houses Good People and Barry Kirsch Production in partnership with food stylist Alia El-Sawy.

The approach leans into bold, food-first visuals and culturally relevant cues inspired by Korean street-food energy, reflecting the objective of owning a mainstream global trend while staying unmistakably KFC.

Channels and executions were designed to thrive in high-impact digital, social, and in-store environments, where discovery, craving, and impulse play the biggest role, thus, directly supporting goals of excitement, relevance and trial among younger audiences while reinforcing everyday accessibility.

As such, the campaign primarily targeted young, trend-driven consumers who actively follow global food culture through social media and are motivated by newness, bold flavours, and cultural relevance.

It also spoke to core KFC Twister buyers who were looking for a fresh, exciting alternative to their usual wraps without moving into premium or niche territory.

The campaign, which was launched on 25 January will remain live across the UAE and Qatar until 16 February.

CREDITS:

Client: KFC

Campaign Title: KFC’s The Twisted Tale of the Korean BBQ Menu

Agency: TBWA\RAAD

Account Management:
- Joe Lahham (Managing Director)
- Ahmed Hamza (Senior Account Director)
- Richard Rao (Account Director)
- George Oghgassian (Account Manager)
- Layla Adib (Account Executive)
Strategy
- Cathrine Bannister (Chief Strategy Officer)
- Ramez Rahal (Senior Strategic Planner)
Social:
- Tony Kayouka (Head of Social and Content)
- Hamza Khan (Senior Social Manager)
- Rand Hilal (Social Account Manager)
- Jana Jamaleddine (Content Creator)
Digital:
- Rony Skaf (Head of Digital and Innovation)
- Rabih Chehayeb (Senior Digital Account Manager)
- Karim El Khoury (Senior Digital Executive)
- Diala Toska (Digital Executive)
Production:
- Aya Abdulfattah (Senior Producer)
Creative:
- Derek Green (Chief Creative Officer)
- Frederico Roberto (Executive Creative Director)
- Peter Guindy (Associate Creative Director)
- Mahmoud Elshahat (Associate Creative Director)
- Seif Rashwan (Art Director)
- Omar Ibrahim (Art Director)
- Farida Abdelaal (Senior Arabic Copywriter)
- Smithesh Krishnan (Senior Designer)
Studio:
- Dheepu Peter (Senior Graphic Designer)
- Kalaiselvan Mariyappna (Senior Designer)
- Sugan Jeevarathinam (Senior Designer)