This campaign standouts in PR for its ingenious blend of cultural insight and marketing. By tapping into the unique linguistic diversity of Saudi Arabia regarding the term "shrimp," KUDU transformed a standard product launch into a nationwide conversation. The dual launch of Robyan and Gambry sandwiches, and the subsequent introduction of the Gamberyan Sandwich, sparked widespread public interest and media coverage. This approach not only created a buzz but also showcased KUDU's deep understanding of and connection to the local culture. It's a prime example of how a well-crafted PR strategy can turn a product launch into a talking point.

This campaign navigated the unique cultural landscape of Saudi Arabia, where even a common word like "shrimp" carries different regional identities – known as "Robyan" in some areas and "Gambary" in others. This linguistic diversity is a reflection of Saudi's vast cultural tapestry, influenced by its expansive geography and the varied cultural heritages of its population.

In Saudi Arabia, food is a significant part of social and cultural identity, often serving as a conversation starter and a way to connect people. KUDU, a popular local fast-food chain, leveraged this aspect by introducing two shrimp sandwiches under these regionally distinct names. This strategy was not just about launching a new product but also about starting a conversation, engaging customers in a playful yet familiar debate rooted in their everyday language and regional pride.

The culmination of this campaign in the introduction of the Gamberyan Sandwich – a blend of both regional terms – symbolizes more than just a marketing tactic; it represents a unification of cultural differences, resonating deeply with the local audience. This context is crucial for understanding the campaign's success, as it transformed a simple product launch into a culturally relevant and unifying event.

Background:

KUDU, a major fast-food chain in Saudi, known for chicken and beef sandwiches, faces a challenge of introducing a new item on the menu - the Dynamite Shrimp Sandwich - into a market already flooded with shrimp offerings from competitors.

Situation:

The fast-food landscape in Saudi is highly competitive, with consumers showing a strong preference for familiar flavors and brands. KUDU needed to break through the clutter with its new shrimp sandwich offering.

Brief:

Create a marketing strategy that not only introduces KUDU's Dynamite Shrimp Sandwich but also captures the attention and interest of the Saudi public in a unique and engaging way, differentiating KUDU from its competitors.

Objectives:

Generate buzz and excitement around the new shrimp sandwich.

Encourage trial and increase sales of the new product.

Strengthen KUDU's brand presence and connection with the local Saudi audience.

We observed a unique linguistic diversity within Saudi Arabia, where the term for shrimp varies: Some call it "Robyan," while others say "Gambary." This variation in terminology presented an opportunity to create a buzz around the new product.

So instead of introducing a single product, KUDU cleverly debuted two identical sandwiches, named the "Robyan" Sandwich and the "Gambry" Sandwich. Two sandwiches completely identical in taste, but absolutely different in name

We fueled a playful rivalry through two different campaigns running in parallel, one for each sandwich, inviting the public to try both and to choose their favorite. As the debate intensified, KUDU stepped in to declare a winner and introduced the “Gamberyan” Sandwich, a clever unification of both names; a portmanteau, which finally brought both sides together.

Insight:

The PR strategy was built on the insight of Saudi Arabia's linguistic diversity, particularly in the naming of "shrimp" – a term that varies significantly across regions. It provided a unique angle to engage a wide audience in a culturally relevant conversation.

Key Message:

The message was about celebrating and uniting diverse cultural identities within Saudi Arabia. KUDU showcased this through the introduction of two shrimp sandwiches - the Robyan and the Gambry - and later the Gamberyan, a symbol of unity.

Target Audience:

The campaign targeted a broad consumer base in Saudi Arabia, with a focus on young adults and families. It aimed to resonate with individuals who appreciate cultural nuances and enjoy participating in social conversations.

Assets:

PR assets included press releases, social media content, and influencer partnerships. These were distributed across multiple channels to maximize reach and engagement, ensuring the campaign's message resonated across different demographics.

Implementation:

The PR execution for KUDU's shrimp sandwich campaign involved a multi-faceted approach. It began with the launch of the Robyan and Gambry sandwiches, leveraging traditional and digital PR channels. Then, the introduction of the Gamberyan Sandwich later united the campaign's narrative.

Timeline:

The campaign unfolded over several weeks. Initially, it sparked intrigue with the simultaneous release of the Robyan and Gambry sandwiches, maintaining momentum with engaging content and influencer partnerships. The final phase involved the reveal of the Gamberyan Sandwich, culminating the campaign.

Scale:

The campaign was executed on a national scale across Saudi Arabia. It encompassed a wide range of media outlets and platforms, reaching a diverse audience. The use of influencers and social media extended the campaign’s reach, ensuring widespread visibility and engagement across the entire country.

Media Outputs:

• The campaign achieved 53.3 million impressions, indicating extensive coverage and reach.

• The tone and delivery effectively conveyed the message, as evidenced by 12.8 million video views, suggesting a strong purchase intent.

• High-quality content led to widespread consumer engagement and interest.

Target Audience Outcomes:

• The campaign significantly raised awareness and altered perceptions, making KUDU's shrimp sandwich a topic of national conversation.

• The varied engagement, including debates and discussions, indicated a shift in attitudes and opinions towards the brand.

Business Outcomes:

• The campaign's impact on sales was profound, with the product going out of stock in several stores, reflecting direct consumer response.

• The $9.9 million PR value underscores a positive effect on brand equity and reputation.

• These outcomes suggest an increase in KUDU's market share and enhanced positioning in the fast-food industry.