Claim a Kudu for Kudu

For 30+ years in Saudi Arabia, “KUDU” became everyday shorthand for a chicken sub. The love was real—but so were the copycats. Restaurants and street shops started using “KUDU” on signs and menus, blurring who the real brand was.

Instead of policing imitators, we turned them into traffic. We launched “Claim a KUDU, for a KUDU.” If people spotted a fake KUDU, they snapped a photo, DM’d it to our social account, and received a limited-time coupon for the authentic KUDU sandwich.

The mechanic was simple, playful, and shareable—educating people on the real KUDU, generating UGC, and redirecting demand from imitators to our stores. A smart way to reclaim the name without losing the love that created it.

Credit
ECD: Firas Ghannam
CD: Jean Elazar
Sr.Art Director: Abdulhadi Tulimat

Client
KUDU

Recognition:
Cannes Lions shortlisted

A promotional poster explaining how to claim discounts at Kudu using social media photos. It includes a step-by-step process and statistics about the campaign's success, with a central image of a smartphone and smaller photos at the bottom.
collage with images of fast food meals, night city scenes, a bus, people dining, and promotional screenshots with discount codes for Kudu sandwiches.
A four-step infographic titled 'How It Works?' showing a mobile phone process for finding and redirection to KUDU stores. Step 1: Snapping a photo of a fake KUDU sign. Step 2: Direct messaging the photo to KUDU's online account. Step 3: Receiving a discount coupon for a KUDU sandwich. Step 4: Redirecting people straight to KUDU stores via a map. Each step is shown on a phone screen with brief instructions and images.