Saudi Arabia’s Golden Chicken has launched a campaign inspired by the colloquial Ramadan phrase كم باقي؟ (translated ‘How much time is left?), which is a common question heard every year before Adhan, before guests arrive and before Suhoor.
The consumer insight that inspired the campaign showed that “كم باقي؟” is a universal Ramadan expression across Saudi and GCC homes. It is a phrase said by children, parents and even guests. It can sound playful, impatient, excited or emotional, but it always reflects shared anticipation.
From consumer insight to a strategic connection with core audiences during Ramadan
It is a simple line repeated inside almost every household, yet it carries anticipation, warmth, humour, and family bonding. Instead of treating it as impatience, Golden Chicken turned it into a meaningful Ramadan ritual that signals excitement and togetherness.
In partnership with creative marketing and advertising agency Ability, production partners VIP Films and director Faraj Aoun, the brand turned the campaign’s key message into an emotional truth: what remains every year is not just the time left until Adhan; what remains is quality, generosity and goodness.
The brand, and its partners, identified that during Ramadan, the Iftar table becomes the focal point of the household, where food carries emotional weight beyond its functional role. This insight made the narrative culturally grounded and instantly relatable.
Through the campaign Golden Chicken is positioned as “الذهبي جودة 24 قيراط” representing 24 carat quality, becoming part of the recurring Ramadan table and the memories built around it.
The campaign aims to strengthen brand awareness during the competitive Ramadan season, drive sales at the Iftar occasion and build a deeper emotional connection with families so the brand becomes associated with tradition and quality year after year.
Saudi and GCC families are the core audience. Mothers who manage Iftar preparation and purchasing decisions are key, along with young adults and children who shape the atmosphere of Ramadan at home. The campaign also speaks to middle-income households that value quality, generosity and familiar traditions.
Rollout and success of the Golden Chicken campaign
The campaign has been released across Instagram, YouTube, Snapchat, TikTok, Facebook, programmatic placements across apps and websites, and CTV to ensure broad reach and frequency during the Ramadan period.
The hero film uses direct to camera family moments to create a sense of intimacy, as if the audience is part of the household. The cinematography is warm and natural, balancing humour with emotion. Close ups of food such as chicken sambousa and desserts reinforce appetite appeal, while the editing keeps the tone modern and platform friendly.
The script mirrors real behaviours seen every Ramadan, the father checking his watch, the child waiting near the door, the sleepy brother asking about Suhoor, and the mother responding while cooking. This realism allows viewers to see themselves in the story, strengthening engagement and emotional connection.
The campaign is rooted in a culturally specific Ramadan phrase and built around authentic Saudi and GCC household dynamics. Arabic dialogue, familiar family interactions and traditional Iftar foods ensure cultural accuracy. The tone reflects local values of generosity and family unity, making it regionally authentic rather than generic.
The campaign is currently ongoing, and audience feedback so far has reflected strong relatability to the situations portrayed. Performance is being measured through impressions, reach, video views, completion rate, engagement rate, and sales uplift during Ramadan. A comprehensive performance report will be released once the campaign concludes.
CREDITS:
Client: Golden Chicken
Agency : Ability
Production partners: VIP Films
Director : Faraj Aoun
