KFC Arabia / Saudi Arabia, UAE, Qatar / 2025Social · Film · OOH
Nugg It. Dip It. Crunch It.
KFC launched nuggets in the Gulf with a Colonel Sanders film and a looping song-and-dance built for TikTok, made for Gen Z to copy and remix.
- Brand
- KFC Arabia
- Agency
- TBWA\RAAD
- Market
- Saudi Arabia, UAE, Qatar
- Region
- GCC
- Year
- 2025
The challenge
Nuggets were a new item for KFC in the region. The goal was trial, and getting customers to order them as routinely as Zingers, Twisters and fried chicken.
The idea
TBWA\RAAD wrote the film, choreography and original track around the line "Nugg It. Dip It. Crunch It.", shaped with TikTok trends and feedback from a group of young consumers. The spot was cut for TikTok, Instagram and Snapchat and backed with outdoor, and the looping audio was designed for creators to rework.
Results
- Campaign Middle East reported early trial rates as strong and said the dance spread organically to families and influencers beyond the target audience (no figures given).
Case study source: Campaign Middle East Source ↗
Awards
- TikTok Ad Awards METAP 2025Sound On Please!Bronze
- TikTok Ad Awards 2025 Bronze (Sound On, Please)
Credits
- Creative agency
- TBWA\RAAD
- Media agency
- Hearts & Science
- Production
- Truffle Production
- Production
- Butter Films Production
- Chief Marketing Officer, Yum! Brands – KFC MENAPAKT & CIS
- Ahmed Arafa
- Managing Director, TBWA\RAAD
- Joe Lahham
- Executive Creative Director, TBWA\RAAD
- Frederico Roberto
- Strategist, TBWA\RAAD
- Ramez Rahal
- Creative Director, TBWA\RAAD
- Rodrigo Scapolan
- Arabic Copywriter, TBWA\RAAD
- Farida Abdelaal
- Senior Art Director, TBWA\RAAD
- Diogo Seibert
- Senior English Copywriter, TBWA\RAAD
- Sanele Ngubane
- Senior Art Director, TBWA\RAAD
- Omar Ibrahim
- Head of Social and Content, TBWA\RAAD
- Tony Kayouka
- Senior Social Media Manager, TBWA\RAAD
- Hamza Khan
- Senior Social Media Executive, TBWA\RAAD
- Rand Hilal
- Content Creator, TBWA\RAAD
- Abdulrahman Hany
- Senior Account Director, TBWA\RAAD
- Ahmed Hamza
- Account Director, TBWA\RAAD
- Richard Rao
- Senior Account Executive, TBWA\RAAD
- George Oghgassian
- Head of Communications, TBWA\RAAD
- Romy Abdelnour
- Account Executive, TBWA\RAAD
- Layla Adib
- Executive Digital Director, TBWA\RAAD
- Rony Skaf
- Senior Digital Manager, TBWA\RAAD
- Rabih Chehayeb
- Digital Account Executive, TBWA\RAAD
- Karim El Khoury
- Digital Account Executive, TBWA\RAAD
- Diala Toska
- Senior Designer, TBWA\RAAD
- Smithesh Krishnan
- Producer, TBWA\RAAD
- Aya Abdulfattah
- Client Business Partner, Hearts & Science
- Rawan Hilal
- Growth Lead, Hearts & Science
- Vinay Gangwani
- Planning Manager, Hearts & Science
- Reem Usama
- Senior Planner, Hearts & Science
- Kamal Al Jabi
- Director, Truffle Production
- Adrian De Sa Garces
- Executive Producer, Truffle Production
- Michel Abou Zeid
- Producer, Truffle Production
- Maria Awika
- Executive Producer, Butter Films Production
- Mahmoud Derbala
