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Can Arab hip-hop help sell fried chicken?

KFC hopes so as it enlists two regional musicians to come up with new anthem

Image credit: KFC

KFC, famous for its fried chicken, says it is pushing the boundaries of creativity with its latest campaign, The Originals.

Rooted in the brand’s heritage and originality, it says the 360-degree campaign aims to infuse a fresh and relatable energy into the KFC experience across the MENA region.

“In a bold move to captivate the region’s youth, the true chicken experts, KFC has collaborated with renowned hip-hop artists Abo El Anwar from Egypt and Slo Moe from Saudi Arabia.

“Together, they have created a KFC-themed version of the hit track Brrr Brrr Brrr; which serves as the campaign’s anthem.”

Accompanying music video-styled commercials pay homage to the spirit of its founder Colonel Sanders and showcase crew members who prepare KFC’s mouth-watering chicken today.

The video outlines ‘Crunch is their thing, and Spice is their forte, KFC is original, and originality is their game’ with the help of a hip-hop soundtrack.

“The campaign visuals are designed to tantalize viewers’ taste buds, featuring drool-worthy shots of KFC’s famous crunchy and fresh fried chicken. These traffic-stopping close-ups will leave consumers craving that unmistakable and original KFC flavor,” enthuses its press release.

KFC wants its Originals campaign to make a lasting impression reinforcing its position as the go-to destination and original idea for chicken enthusiasts who value authenticity and crave that one-of-a-kind KFC taste.

The fried chicken favourite is a subsidiary of Yum! Brands, and operates in more than 25,000 restaurants in over 25 countries and territories around the world. In the MENA region KFC is present in the UAE, Saudi Arabia, Jordan, Lebanon, Kuwait, Bahrain, Oman, Qatar, Iraq, Egypt, Morocco and Tunisia, plus Turkey and Pakistan with more than 1,000 franchised units.

Campaign Credits:

Production House: Good People

Director: Maged Nassar

Creative Agency: TBWA\RAAD