When a viral TikTok moment showed Saudi food lovers sprinkling Srar Hail, a spicy seasoning by local cook Om Bdr, over KFC chicken, the fried chicken chain sprang into action. Most brands would have rushed to manufacture authenticity. Not KFC and TBWA\Raad. They decided to partner with Om Bdr, bottling her seasoning as the brand’s ‘unofficial 12th herb and spice’. As Derek Green, TBWA\Raad’s chief creative officer, explains: “After spotting Saudi TikTokers remixing KFC’s flavour, we set aside the Colonel and let a local icon rewrite the recipe, adding a 12th spice to prove local taste matters most.” Within three weeks, the limited edition menu item had sold out, as had Om Bdr’s own seasoning.
Name: Om Bdr-12th Ingredient
Brand Name: KFC
Lead Agency: TBWA\Raad
Production Company: Barry Kirsch Productions (BKP)
