Marketing Report
KFC launches campaign to support female gamers in Saudi Arabia

KFC launches campaign to support female gamers in Saudi Arabia

KFC has unveiled its latest campaign, "The Original Gamechangers," created by TBWA\RAAD as part of the "Play KFC" platform in collaboration with the Saudi Esports Federation (SEF).

This initiative seeks to revolutionize the gaming scene in the Kingdom of Saudi Arabia by highlighting and supporting female gamers. Demonstrating KFC's dedication to inclusivity and diversity, "The Original Gamechangers" offers Saudi women a stage to display their skills and potential on the global esports stage.

The Middle East has long been recognized as a hub for exceptional gaming talent, with predominantly top-tier male gamers shining on the global stage. To change this narrative and ensure equal opportunities for all, KFC has unveiled a holistic campaign designed to break historical barriers in the gaming community by providing a platform for female gamers to showcase their talents and potential.

KFC has launched a dedicated microsite,, specifically for Saudi girl gamers to register for the OG (Original Gamechangers) Cup. This grassroots platform fosters a supportive environment for competitors, allowing female gamers to demonstrate their skills and compete for significant rewards. Winners will also have the chance to compete in the Saudi e-leagues and earn big prize pools.

Social media has played a crucial role in KFC's pioneering initiative, as the brand introduced a global first: a branded AI CapCut template exclusively tailored for “The Original Gamechangers”. This innovative tool allows users to visualize an AI version of themselves in the coolest virtual locations.

Ahmed Arafa, Chief Marketing Officer, KFC, Yum! Brands: “Through “The Original Gamechangers”, KFC, in collaboration with the SEF, continues to harness the transformative power of gaming. We are proud to pioneer a movement that celebrates diversity and empowers Saudi female gamers. As one of the “Play KFC” platforms supported by SEF, this initiative is not just about gaming; it's about reaffirming KFC’s commitment to inclusivity and empowerment, contributing to the creation of a more equitable future for all.”

Joe Lahham, Managing Director at TBWA\RAAD: “This initiative marks a significant stride towards inclusivity and empowerment in gaming. The campaign showcases our shared dedication with KFC to innovation, highlighting the profound impact of advertising in reshaping cultural narratives and serving crucial causes."

To amplify its reach and highlight the inspiring stories of female gamers ready to take on the world, the campaign features a series of social films, digital content, and TV commercials, all aimed at creating a more equitable gaming scene. KFC also introduced a special Gamers meal exclusively for this initiative to ensure gamers never go hungry and can fuel their energy.