Every brand and their dog have tried to appeal Gen Z at this point. But if you ask that generation what they think about ads targeted at them, their answer will almost certainly be “cringe”. The sad truth was most ads were too easy to skip.

You know what isn’t? Music. It’s young people’s vibe, it’s part of their everyday. So we wanted to make sure we deliver our message in a way that will resonate with them, using a format they dig: an original and catchy song and a music video you can’t help but dance to.

The music scene in the region has been continuously growing, primarily driven by Gen Z, making it the fastest growing music industry in the world.

Throughout this growth, young Arabs were injecting their own identities into different music genres, especially Hip Hop, recreating it and making it their own.

This cultural nuance of marrying traditionally western influences with local flair, be it lyrics, beat, or overall feel, was key to our connection with Arab Gen Z, who, despite the global influences of their pop culture, are still strongly attached to their roots.

Instead of traditional radio, we wanted to make something that speaks the language of young people in the region - hip hop. So we got Abo and Slo Mo, the biggest Arab rappers in Egypt and Saudi. And gave them free reign to write the lyrics to ‘Brrr’, an anthem featuring the Colonel, crew and our original food. Something for Gen Z to bop their heads to. Launched on Spotify and Anghami.

KFC is a brand that wants to be iconic with Gen Z’ers in the region. But if you ask them about “cool” brands, chances are you wouldn’t find KFC on that list.

Fried chicken was popular to them though. And the market realized this, with more and more new places popping up everywhere. KFC, on the other hand, has been in the region longer than their parents have been alive.

It’s not like they hated KFC; many were still ordering it. They just felt like it was old school & was detached from their culture. It was a brand that wasn’t on top of today’s pop culture and social trends.

With such a perception of the brand among Gen Z’ers, the brand needed to find a way to engage with the youth and had to do so in a way that is relevant to their local culture.

In two words, the song “popped off”.

With the Originals track, we were able to successfully cement KFC within youth culture:

- 11.6% growth in weekly per store sales, more than double our aimed value of 5%.

- 72% purchase intent.

- Increase in WoM exposure by 4.3% and 5.4% in UAE and KSA, respectively.

- 10.4% increase in favorability.

- 23 million people reached.

Crunch is our thang

And spice our forte

We are original and

Originality is our game.

What's up, what's happenin'?

Originality is our game and spice is our vibe.

I eat it night and day

Fresh from the Colonel's hands - All through the day.

Come watch the pros do their thing.

Original Crunch, originality is our game.

Freshly prepared to fill you up, it's a done deal.

You can share your bucket with 6 of your friends, it's a steal.

Our drumsticks are finger lickin' good.

Filling you up with that good good.

I gotta have it.

Original or spicy, I take a bite and savor it.

I said, there's nothing like KFC.

Get me a Zinger. The bun is freshly baked.

Crunchy chicken, with every bite, your head takes flight.

And do this MMMM

MMMMM

A masterpiece.

Listen up, Twister is awesome and keeps me coming back for more.

Move over, KFC I'm coming to get my order.

Make it a Twister combo and bring me the good stuff.

OMG the chicken in that wrap, is a heavenly colab.

I'll grab a bucket, grab a Zinger, I'll take a Mighty, and a Twister.

Give him the bucket, give him the Zinger, give him the Originals, and a Twister.

Brrr brrr brrr brrr...