KUDU: A NAME THAT TRENSCENDED TRADEMARK TO BECOME PUBLIC PROPERTY
VML Riyadh has launched an unexpected brand campaign for Kudu, celebrating how Saudi Arabia's leading fast-food chain name has organically evolved into public property over the years.
VML Riyadh has launched an unexpected brand campaign for Kudu, celebrating how Saudi Arabia's leading fast-food chain name has organically evolved into public property over the years.
The "كودو.. من ربعك" ("One of Us") campaign embraces an unprecedented phenomenon: the word "Kudu" has moved beyond its trademark status to become part of everyday Saudi vocabulary.
The campaign centerpiece is an intimate documentary-style film directed by Saudi filmmaker Ali Kalthami, capturing genuine moments where Kudu has naturally become part of Saudi daily life. From family gatherings to casual meetups, the film showcases how Kudu has evolved from a restaurant chain into a cultural phenomenon.
The campaign represents a fresh perspective in brand marketing, celebrating how a trademark has become shared cultural property. This approach positions Kudu not just as a food chain, but as a symbol of Saudi identity and community.
The integrated campaign spans outdoor billboards, social media, and in-store activations, all reinforcing Kudu's position as a brand that truly belongs to the people. Please watch the film here.
