Big Kentaaky
KFC
Overview
In a category dominated by picture-perfect food photography and globally templated campaigns, KFC Arabia is doing the opposite.
The brand has unveiled a bold new creative direction that swaps polish for mess, global for local, and perfect for real, starting with the launch of Big Kentaaky, a 25cm sandwich that’s as over-the-top as the culture it’s designed for.
But this isn’t just about a sandwich. It’s about a fundamental shift in how QSR brands show up in the Middle East.
The campaign, created by TBWA\RAAD and directed by regional talent, is built on a sharp cultural insight: In the Middle East, going big, bold, and over-the-top isn’t extra, it’s just how things are done. The hero film takes that truth and runs with it, showcasing everything from overpacked road trips to dramatic family gatherings, all delivered with tongue-in-cheek self-awareness.
The campaign launched across UAE, KSA, Kuwait, Oman, Bahrain, and Qatar, spanning OOH, in-store, digital, and social.
