KFC has launched a brand campaign to challenge the norms of hospitality in Arab households. Taste Rules proposes that messy chaos is the only acceptable attitude when there’s KFC on the table.
The campaign’s objective: To cement KFC as the undisputed ruler of flavour. Insights from consumers across the UAE – who voted KFC the number-one “Best Tasting Chicken” – drove the campaign to take a comedic spin on how Arabs treat their guests at mealtimes.
“In Arab culture, hospitality isn’t just a nice gesture; it’s sacred,” said Ahmed Arafa, CMO for KFC MENAPAKT and CIS.
He explains that guests are “royalty” so they are always first in line for the most comfortable seat and the finest serving of food. “That’s the tradition we grew up with, and it’s non-negotiable,” he said. “Hosting is an art, taken seriously, and guests play their part by smiling graciously and never asking for more. It’s a dance of respect and generosity, and everyone knows the steps.”
Leaning into this truth, KFC built the campaign to showcase how its fried chicken makes taste win and manners lose. This is actualised by a hero film where friends are at a gathering watching a football game and descend into hilarious chaos over the final piece of chicken and who should get it.
“The message was simple: When KFC hits the table, tradition takes a back seat, and taste sets the rules,” said Arafa.
To amplify this message, the campaign has rolled out through a full 360-degree omnichannel approach across key MENA markets, including KSA, UAE, and Qatar. The campaign’s roll-out incorporated a mix of above-the-line, below-the-line, digital, and social touchpoints, to ensure consistent reach and resonance throughout the region.
“We adopted an omnichannel approach to maximise reach and frequency across all consumer touchpoints,” said Arafa. “By leveraging the strengths of each medium, we ensured the campaign message resonated with our audience wherever they are, creating multiple opportunities for impact and recall.”
The campaign also aims to resonate with Gen Z’s love for authenticity and fun, keeping KFC’s authentic connection with the people of the Middle East, rooted in culture.
“For Gen Z, the messy generation, this was a match made in heaven,” said Arafa. “They love authenticity, fun, and breaking rules.”
“So, we said: forget table manners, embrace the chaos. Because when KFC’s on the table, you do you,” added Arafa.
The team strategically incorporated the relatable absurdity of jumping across a table for the last piece of chicken, triple-dipping into a shared pot of sauce, or staining your clothes without caring because you’re lost in flavour. The aim of this was to allow audiences to see themselves in the campaign and spark conversations filled with laughs that end with people saying, “Honestly, I might do the same.”
KFC also extended the campaign to influencers, allowing them to put their individualistic spin on the campaign with a playful brief: If you had one rule when KFC hits the table, what would it be?
@kfcarabia I will be cute again soon guys. Just let me enjoy the crunch now 👀 برجع كيوت إن شاء الله، بس خلوني شوي مع القرمشة الحين. #TasteRules #الطعم_يحكم ♬ original sound – KFC Arabia
“Creators embraced the chaos, crafting content that celebrated sauce stains, big bites, and breaking etiquette,” said Arafa. “So we had a wave of authentic, joyful engagement that amplified the campaign’s core message: when taste rules, everything else follows.”
In terms of results, Arafa saif that the campaign’s view-through rates (VTR) have far exceeded industry benchmarks. “On TikTok alone, VTR was 121 per cent above the benchmark in the UAE and 88 per cent above in KSA, highlighting that our creatives are driving strong audience engagement,” he said.
Credits:
Client Credits: KFC
Ahmed Arafa – Chief Marketing Officer
Raneem Tayeh – Associate Brand Director
Raghad Elassi – Senior PR Manager
Agency Credits: TBWA\RAAD
Joe Lahham – Managing Director
Catherine Bannister – Chief Strategy Officer
Derek Green – Chief Creative Officer
Ramez Rahal – Senior Strategic Planner
Creatives:
Frederico Roberto – Executive Creative Director
Rodrigo Scapolan – Creative Director
Peter Guindy – Associate Creative Director
Mahmoud Elshahat – Associate Creative Director
Farida Abdelaal – Senior Arabic Copywriter
Client Servicing:
Ahmed Hamza – Senior Account Director
Richard Rao – Account Director
George Oghgassian – Account Manager
Layla Adib – Account Executive
Aya Abdulfattah – Senior Producer
Social:
Tony Kayouka – Head of Social and Content
Hamza Khan – Senior Social Media Manager
Rand Hilal – Social Media Manager
Jana Jamaleddine – Content Creator
Digital:
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 House: 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
