KFC has launched a new brand platform, ‘A Taste of What’s Next’, across the Middle East and North Africa (MENA), focusing on menu innovation, restaurant design, digital experiences and cultural activations.
The platform aims to reposition the brand around changing consumer expectations and appeal to a generation increasingly looking for new flavours, greater customisation and experiences beyond traditional fast-food offerings.
Ahead of the launch, KFC ran a teaser campaign in which it listed some of its original buckets, restaurant neon signs and sauces for sale on Dubizzle and Facebook Marketplace, accompanied by the message: “A chapter is coming to an end.”
Creators who purchased the items received them at their doorsteps, prompting speculation about the brand’s next move.
“‘A Taste of What’s Next’ represents an exciting new chapter for KFC across MENA. KFC has created the chicken category, and being first is part of who we are. Our research across thousands of consumers was clear: people love KFC, but they expect it to evolve with them. We are backing a generation that challenges sameness, embraces what’s different and is always looking ahead. Rather than waiting for the future of chicken to arrive, we’re serving it now, one new flavor, experience and rule-breaking moment at a time”, said Ahmed Arafa, Chief Marketing Officer, KFC MENAPAKT & CCA.
One of the first offerings under the platform is KFC MIX’D, a mix-your-own chicken experience that allows customers to customise their meals with different flavours and combinations.
The launch is also supported by a campaign film depicting a young man navigating a routine-driven day, from his morning alarm and commute to his workplace. The narrative shifts when he breaks away from the routine, transforming the film’s otherwise grey setting into a burst of colour.
The platform will roll out across KFC markets in MENA through advertising films, outdoor campaigns, digital and social media content, and creator partnerships.
Derek Green, Chief Creative Officer at TBWA\RAAD, KFC’s creative agency, said: “KFC has always been a disruptor at heart, and ‘A Taste of What’s Next’ gives that spirit a bold new voice. It takes courage for a category leader to put its own past up for sale and break with its conventions, and to do it in a way that’s rooted in the culture of this region. We’re excited to keep challenging the norms of the category with KFC, and to shape what’s next for chicken together”
