Description
KFC Taste Rules: A manifesto for the messy
In the Arab world, hospitality is sacred, and the norms are clear: guests are polite, hosts go all out, and sharing food is non-negotiable. But KFC Arabia put a playful twist on this tradition with “Taste Rules,” a bold new campaign that celebrates messy as the new chic.
This isn’t about a single product launch; it’s about attitude. When KFC hits the table, it takes over. Double dipping? Mandatory. Sauce smears? Wear them proudly. Cutlery? Cute idea, but no thanks. Big, unapologetic bites? Absolutely. Taste wins. Manners lose.
To amplify the message, the campaign rolled out through a full 360-degree omnichannel approach across key MENA markets, including KSA, UAE, and Qatar. ATL, BTL, digital, and social touchpoints worked seamlessly together, ensuring consistent reach and resonance throughout the region.
More than an ad, “Taste Rules” taps into Gen Z’s love for authenticity and fun, keeping KFC’s authentic connection with the people of the Middle East, rooted in culture, delivered with humour, and driven by irresistible taste.
This professional campaign titled 'Taste Rules' was published in Saudi Arabia in November, 2025. It was created for the brand: KFC Arabia, by ad agency: TBWA\RAAD. This Film medium campaign is related to the Food industry and contains 1 media asset. It was submitted 24 days ago.
Credits
Client
Chief Marketing Officer: Ahmed Arafa
Associate Brand Director: Raneem Tayeh
Senior PR Manager: Raghad Elassi
Agency
Managing Director, TBWA\RAAD: Joe Lahham
Chief Strategy Officer, TBWA\RAAD: Catherine Bannister
Chief Creative Officer, TBWA\RAAD: Derek Green
Senior Strategic Planner, TBWA\RAAD: Ramez Rahal
Executive Creative Director, TBWA\RAAD: Frederico Roberto
Creative Director, TBWA\RAAD: Rodrigo Scapolan
Associate Creative Director, TBWA\RAAD: Peter Guindy
Associate Creative Director, TBWA\RAAD: Mahmoud Elshahat
Senior Arabic Copywriter, TBWA\RAAD: Farida Abdelaal
Senior Account Director, TBWA\RAAD: Ahmed Hamza
Account Director, TBWA\RAAD: Richard Rao
Account Manager, TBWA\RAAD: George Oghgassian
Account Executive, TBWA\RAAD: Layla Adib
Senior Producer, TBWA\RAAD: Aya Abdulfattah
Head of Social and Content, TBWA\RAAD: Tony Kayouka
Senior Social Media Manager, TBWA\RAAD: Hamza Khan
Social Media Manager, TBWA\RAAD: Rand Hilal
Content Creator, TBWA\RAAD: Jana Jamaleddine
Head of Digital and Innovation, TBWA\RAAD: Rony Skaf
Senior Digital Account Manager, TBWA\RAAD: Rabih Chehayeb
Senior Digital Account Executive, TBWA\RAAD: Karim El Khoury
Digital Account Executive, TBWA\RAAD: Diala Toska
Director: Ben Whitehouse
Director of Photography: 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: Olha Korzhynska (We Are Covert)
Art Director: Zeina Nawar
Wardrobe Stylist: Michella Bteich
Food Stylist: Alia El Sawy
