The Super Sub.
Kudu's Team Falcons meal came with a pro player's gamer tag, so gamers could add the pro as a friend and let them play the match while they ate.
- Brand
- KUDU
- Agency
- VML
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
Kudu, a household name in Saudi Arabia for 36 years, had become strongly associated with millennials and needed to connect with younger Saudis. Gaming was booming, Kudu already sponsored Team Falcons, which the entry calls the country's top esports team, and gamers who stop to eat during long sessions can cost their team the match.
The idea
VML Riyadh and Kudu created the Super Sub, a meal sold as the Falcons Loot Box (فالكونز لووت بوكس) from July 2024, with a burger, fries, nuggets, a drink, stickers and a card. Scratching the card revealed a Team Falcons pro's one-time gamer tag: add it as a friend in the game and the pro joins to play in your place while you eat. The campaign ran nationwide for two months across digital ads, outdoor, social media, posters in 300 Kudu branches and Team Falcons' own channels, and Kudu also held an event where gamers met the players in person.
Results
- 1.5 million Super Sub meals sold in two weeks, three times the target, according to the Dubai Lynx entry
- 17 million gamers reached, 113 million impressions and more than 200,000 engagements, by the entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Creative Commerce – Travel, Leisure, Retail, Restaurants & Fast Food ChainsGold
- Dubai Lynx 2025Brand Experience & Activation – Gaming-Led Brand ExperienceGold
- Dubai Lynx 2025Brand Experience & Activation – Sponsorship & Brand PartnershipsBronze
- Dubai Lynx 2025Social & Influencer – Travel, Leisure, Retail, Restaurants & Fast Food ChainsBronze
- Dubai Lynx 2025 Gold (Creative Commerce – Travel, Leisure, Retail, Restaurants & Fast Food Chains)
- Dubai Lynx 2025 Bronze (Social & Influencer – Travel, Leisure, Retail, Restaurants & Fast Food Chains)
Credits
- Creative agency
- VML Riyadh
- Media placement and PR
- Spark Foundry KSA
- CEO, VML Riyadh
- Camille Haddad
- Creative, VML Riyadh
- Chafic Haddad
- Creative, VML Riyadh
- Firas Ghannam
- Creative, VML
- Jean El Azar
- Creative, VML
- Abdulhadi Tulimat
- Creative, VML
- Alvaro Gorostidi
- Art Director, VML
- Huda Alneb
- Senior Copywriter, VML Riyadh
- Wayne Fernandez
- Senior Copywriter, VML
- Muhannad Abdulrahim
- Senior Graphic Designer, VML
- Hasan Bdeir
- Design, VML
- Michelle Abou Abboud
- Editor (freelance)
- Ousama Ghannam
- Planner, VML Riyadh
- Ali Khalil
- Account, VML Riyadh
- Ahmad Saadoun
- Account, VML Riyadh
- Hussah Ghaleb
- Senior Account Executive, VML Riyadh
- Sarah AlShamsi
- Head of Production, VML
- Joe Aboudaher
- Head of Production, VML
- Jamil Ghrawi
- Head, Spark Foundry
- Paul Seif
- Marketing Manager, Spark Foundry KSA
- Aya Sabagh
- Senior Content Executive, Spark Foundry KSA
- Tala Adib
- Media Executive, Spark Foundry KSA
- Ziad Saeed
- Marketing Manager, KUDU
- Lama Ghaddar
- Director of Marketing Communications, KUDU
- Karyn Jallad
- Commercial Manager, KUDU
- Abdulmajeed Al Luhaimy
