KFC Arabia / Saudi Arabia / 2025Social · Retail & Shopper
Om Bdr: The 12th Ingredient.
Spotting a TikTok trend of fans adding cook Om Bdr's Srar Hail seasoning to KFC, the brand launched it as a limited-edition '12th ingredient' with her and 35+ Saudi creators.
- Brand
- KFC Arabia
- Agency
- TBWA\RAAD
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2025
The idea
Saudi TikTok users had started sprinkling Srar Hail, a spicy seasoning made by local cook Om Bdr, over their KFC buckets. TBWA\RAAD spotted the trend and, with KFC Arabia, made it official: Srar Hail became a limited-edition '12th ingredient' next to the Colonel's 11 herbs and spices, launched with Om Bdr and more than 35 Saudi creators.
Results
- Sold out in under three weeks
- KFC Saudi's highest-ever sales mix (15%, 120% above target)
- Om Bdr's own seasoning sold out
- CTR 91.25% above category average; VTR 14% above benchmark
- Limited-time offer re-run due to demand
Case study source: TBWA\RAAD Source ↗
