Everybody knows KFC is finger-lickin’ good. But what do toes, elbows, and legs have to do with it? Just as radio heightens the art of storytelling by removing the visual element, these spots paint a world without fingers to emphasize their significance.

These spots were aired on radio stations in Dubai, where expat residents constitute approximately 88.52% of the population, while Emiratis make up only around 11.48%. In one of the most diverse cities in the world, we needed to tell a universal story, and we found it in our world-famous slogan – it’s finger-lickin’ good.

Can you lick your toes on the dinner table? Eww! What about elbows? No. Legs? Those are just drumsticks around here. Everybody knows KFC is all about that finger-lickin'—the best things in life are. Whether squeezing avocados at the supermarket, putting a ring on it, or throwing gang signs out the window, what better way to pay homage to our slogan than by giving other limbs...ahem, the finger.

How do you speak with one voice to a city with over 200 nationalities? We had to find a universal truth everyone could relate to, without sounding ‘too vanilla’. It turns out, our narrative's perfect catalyst is found in the one thing that made us world-famous – Fingers.

This campaign aims to reinforce the brand's slogan – "it's finger-lickin' good." Consequently, it shouldn't be assessed solely based on results but rather on how KFC maintains its status as the most beloved fried chicken in the region, even amid a fiercely contested marketplace. The focus lies on the enduring affection for KFC, showcasing its resilience and unwavering popularity in the face of tough competition. The success of this campaign is better measured by the enduring love and loyalty it fosters among consumers, emphasizing KFC's continued dominance in the competitive market.

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