Despite having been in the country for nearly 50 years, KFC did not have a channel through which it could communicate with Egyptians and vice versa. This limited people's ability to express their feelings towards the brand. KFC was also unable to capitalise on a greater understanding of the Egyptian public's attitudes toward the brand and its campaigns. The rise of local brands establishing a youthful relevance with young people were also taking a noticeable bite from KFC’s established market share. As a result, KFC was compelled to find a way to reach young Egyptians who comprise around 50% of the population. It is well known that Egyptians have a strong relationship with KFC, which is ingrained in certain cultural tropes. KFC needed to capitalize on this in order to establish a favorable social presence in the country quickly.​

Yetakel Akl, a figurative translation of fingerlickin’ good, conveyed the localized approach that KFC wanted to undertake in Egypt. The campaign comprised a hero video, user generated content, and supplementary posts. On KFC’s newly created national social channels, the hero video captured different consumption moments of Egyptians while enjoying KFC. Afterwards, a UGC activation was launched to manifest these moments in real life and create a mutual, ongoing dialogue with the public. Following that, people who mentioned KFC were rewarded with KFC buckets, and they were glad to share this moment of acknowledgment on social media. In a decidedly Egyptian gesture, KFC reshared those shared moments on its new platforms, generating a reverberating dialogue between the platform and its fans.

To create highly relevant content that resounds with its younger target demographic, KFC gathered data on public reception using market research technologies in addition to manual data collection and analysis. After creating a holistic image of its audience, it was obvious that relying on co-creation and user-generated content would be the best approach to engage and excite it.​

The approach was especially effective because it was genuine and relatable to young Egyptians, Its was humorous, witty, and affable, prompting them to share their own content with ease and excitement.

By identifying the most engaging user-generated content, the hero copy was released to the public. Later, influencers were located and categorized in order to communicate with them and kick off the campaign. In May 2022, KFC began reaching out to people and spreading KFC’s love to all its diehard fans. The campaign’s content was posted on KFC’s Facebook, Instagram, and TikTok channels. In addition, people shared their content on their own social channels too.​

Hundreds of buckets were shared with people, and people shared hundreds of fingerlickin’ delicious moments.​

KFC wanted to spread an atmosphere of a reciprocated love between it and Egyptians. In reaching a total of 5,238,716 individuals on Instagram and Facebook, millions of people felt that love and wanted to express it too. They engaged 141,670 times on both platforms and in over one month more than 1000 posts were created, and 500 messages were received. The campaign left such a heartfelt impact that the top-of-mind awareness of it increased by 15%, which led to an increase of frequent and regular consumption increased by 9% and 13%, respectively. People never stopped talking about KFC to begin with, but they now knew they can talk with it and that it answers.