This campaign excels in the Social & Influencer category due to its strategic use of social media and influencers to amplify engagement and debate. By launching two versions of the shrimp sandwich, Robyan and Gambry, KUDU ignited a playful rivalry that thrived on social platforms. Influencers across regions participated, each advocating for their preferred sandwich, which encouraged their followers to join in. This approach effectively turned a product launch into a viral social media topic, fostering community interaction and debate. KUDU's clever use of social dynamics and influencer engagement exemplifies the power of social media in shaping brand narratives.

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.

Data Gathering:

KUDU's strategy began with in-depth market research to understand regional linguistic variations in Saudi Arabia. This research highlighted a unique opportunity in the diverse ways locals refer to "shrimp".

Target Audience:

The primary target was the broad consumer base of Saudi Arabia, with a focus on young adults and families who frequent fast-food chains. The campaign aimed to resonate across diverse demographic segments, leveraging regional dialects to spark interest.

Approach:

KUDU's approach was to create a direct connection with customers through cultural relevance. By launching two identical sandwiches – the Robyan and Gambry – KUDU tapped into regional identities, turning a product launch into a culturally engaging debate.

Call to Action:

The campaign's call to action was encouraging customers to try both sandwiches and join the conversation about their preference. This was complemented by a digital campaign, driving engagement through social media polls and influencer discussions.

Implementation:

KUDU's execution involved the simultaneous launch of two identical shrimp sandwiches, named Robyan and Gambry, in line with the regional dialects. This innovative approach was a first for the fast-food industry in Saudi Arabia.

Timeline:

The campaign unfolded over several weeks. It started with two simultaneous campaigns running in parallel, one for each sandwich. Followed by debate and high engagement, leading up to the reveal of the Gamberyan Sandwich.

Placement:

KUDU strategically placed the campaign across multiple channels. This included in-store promotions, outdoor advertising, digital platforms, and social media. The use of influencers and digital polls maximized reach and engagement across the target demographic.

Scale:

The campaign was national, covering all regions of Saudi Arabia. Its scale was significant, given KUDU's wide presence in the country. The comprehensive use of diverse media channels ensured widespread visibility and participation, making it one of KUDU's most ambitious campaigns to date.

Reach:

The campaign achieved a tremendous reach with 53.3 million impressions, indicating extensive exposure across various media platforms.

Engagement:

Engagement levels were exceptionally high, as demonstrated by 12.8 million video views. This reflects a deep level of audience interaction with the campaign content.

Sales:

The direct impact on sales was evident, with the sandwiches going out of stock in numerous stores, showcasing the campaign's effectiveness in driving demand.

Brand Perception:

The success of the campaign and the high levels of engagement and reach likely improved KUDU’s brand perception, positioning it as an innovative and culturally connected brand.

Achievement against Business Targets:

Considering the impressive reach, engagement, and the direct impact on sales, the campaign likely exceeded business targets. The out-of-stock situation and the substantial PR value of $9.9 million further underline the campaign's success in meeting and surpassing its business objectives.