KFC Arabia has launched a new campaign for its newest menu item: nuggets. Dubbed ‘Nugg It. Dip It. Crunch It.,’ the campaign aims to be more than a product launch but rather, a cultural moment.
Crafted in collaboration with TBWA\RAAD, the work was designed to resonate deeply with Gen Z and millennials in the GCC.
“This initiative aligns with our strategic vision to modernise the KFC Arabia menu and strengthen connections with Gen Z and millennial audiences across the Middle East,” said Ahmed Arafa, Chief Marketing Officer, Yum! Brands – KFC MENAPAKT & CIS.
The campaign features a hero film commercial that has been adapted to feature on video-led social media platforms like TikTok, Instagram and Snapchat. The campaign also leverages traditional channels such as out-of-home advertising. Using this media mix was a critically made choice as KFC said its goal was to get as many eyes as possible on the new product.
“We prioritised these high-engagement platforms in our resource allocation to amplify reach, spark buzz, and seamlessly integrate the campaign’s fun, interactive elements into our broader brand story,” Arafa continued.
TBWA\RAAD’s Executive Creative Director Frederico Roberto explained how the agency approached the brief. “When a brand like KFC has such a strong proposition, the creative process becomes instinctive,” he said. “KFC equals fried chicken, and when you’re introducing a new fried chicken product, you draw inspiration directly from its quality.”
To satisfy the brief, Roberto revealed the TBWA\RAAD team let their ideas roam free. “We wrote scripts, we spat bars, designed choreographies, spent a lot of time on TikTok, gathered a few dozen hungry folks from our target audience and picked up the soul of the campaign from their mood and vibes,” he said.
This playful approach gave birth to a campaign that feels organic and engaging, centered around the message: ‘There are no nuggets like KFC nuggets.’
To appeal to the younger demographic, the campaign’s visuals and messaging were heavily influenced by the youth in the region’s culture. With choreographed dances and original tracks designed to inspire user-generated content, the campaign was crafted to become a behavior embraced by its audience.
“Our primary KPI is trial and adoption,” said Roberto. “We want customers to actively request KFC Nuggets and make them a regular part of their orders, just as they do with Zingers, Twisters, and our classic fried chicken.”
According to Roberto, the campaign’s storyline evolved organically. “We started with the lightheartedness of enjoying nuggets and built an entire world around it,” he shared. “Anchored by Colonel Sanders himself, the campaign’s message is simple yet impactful: “Nugg It. Dip It. Crunch It.”
“Ultimately, we hope KFC Nuggets become so synonymous with the brand that when people think “nuggets,” they automatically think KFC,” said Roberto.
Early results have been promising, with strong trial rates and the ‘Nugg It’ dance move going viral across social media platforms.
“A delightful surprise was the organic, widespread adoption of the “Nugg It” dance move, extending beyond our target demographic,” said Arafa. He noted the various ways the dance was adopted by families and influencers on social media channels in the region. “This reception underscores the power of authentic, product-centric storytelling and the contagious energy it can spark among consumers,” he said.
By spotlighting bold offerings through this campaign, KFC Arabia hopes to continue to lead the fried chicken category while innovating to meet evolving consumer preferences.
Credits
Agency Credits:
Joe Lahham (Managing Director)
Frederico Roberto (Executive Creative Director)
Ramez Rahal (Strategist)
Rodrigo Scapolan (Creative Director)
Farida Abdelaal (Arabic Copywriter)
Diogo Seibert (Senior Art Director)
Sanele Ngubane (Senior English Copywriter)
Omar Ibrahim (Senior Art Director)
Tony Kayouka (Head of Social and Content)
Hamza Khan (Senior Social Media Manager)
Rand Hilal (Senior Social Media Executive)
Abdulrahman Hany (Content Creator)
Ahmed Hamza (Senior Account Director)
Richard Rao (Account Director)
George Oghgassian (Senior Account Executive)
Romy Abdelnour (Head of Communications)
Layla Adib (Account Executive)
Rony Skaf (Executive Digital Director)
Rabih Chehayeb (Senior Digital Manager)
Karim El Khoury (Digital Account Executive)
Diala Toska (Digital Account Executive)
Smithesh Krishnan (Senior Designer)
Aya Abdulfattah (Producer)
Hearts & Science Media:
Rawan Hilal – Client Business Partner
Vinay Gangwani – Growth Lead
Reem Usama – Planning Manager
Kamal Al Jabi – Senior Planner
TRUFFLE PRODUCTION:
Director: Adrian De Sa Garces
Truffle Executive Producer: Michel Abou Zeid
Truffle Producers: Maria Awika
BUTTER FILMS PRODUCTION:
Butter Executive Producers: Mahmoud Derbala
