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Hardee’s highlights strong cultural roots during Ramadan ahead of Kuwait National Day

The campaign was executed by Horizon FCBKuwait through an integrated mix of channels, including DOOH, digital display placements, and always-on social media content to sustain momentum online.

Hardee's Ramadan Kuwait National Day Liberation Day HorizonFCBKuwait

Fast-food restaurant chain Hardee’s, in collaboration with Horizon FCBKuwait, has revealed a campaign that re-establishes its strong roots in Kuwaiti culture by highlighting the long-standing presence of the Al Deera Burger, an exclusive local patty, that initially launched in the 1990s.

The Al Deera launch campaign, which is running during Ramadan, has also been timed around National and Liberation Day, bringing back the local patty’s relevance for today’s audience – balancing familiarity with newness and innovation.

This balance was achieved by introducing a local collaboration with FICO.  The campaign leveraged linguistic duality through the pairing of Al Deera and FICO, two product


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the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.