KFC has launched a comprehensive campaign to break historical barriers in the gaming community by creating a platform for female gamers. The campaign, called “The Original Gamechangers,” is part of KFC‘s “Play KFC” initiative and was created by TBWA\RAAD. It features female gamers Shahad Alabih (@shahadalabih), Meshael (@meshaelm), and Juju (@btrfly3) in collaboration with the Saudi Esports Federation (SEF).
This campaign aims to revolutionize the gaming scene in Saudi Arabia by highlighting and supporting female gamers. “The Original Gamechangers” not only underscores KFC’s commitment to inclusivity and diversity but also showcases the skills and potential of these gamers on the global esports stage.
Ahmed Arafa, Chief Marketing Officer at KFC, Yum! Brands, stated, “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. This initiative is not just about gaming; it reaffirms KFC’s commitment to creating a more equitable future for all.”
KFC has also launched a dedicated microsite, Hearts, for Saudi girl gamers to register for the OG (Original Gamechangers) Cup. This 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 substantial prize pools. Joe Lahham, Managing Director at TBWA\RAAD, commented, “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.”
The Middle East has long been recognized as a hub for exceptional gaming talent, predominantly featuring top-tier male gamers. To change this narrative and ensure equal opportunities for all, KFC’s campaign aims to break historical barriers by providing a platform for female gamers to showcase their talents and potential.
Social media played a crucial role in KFC’s initiative. The brand introduced a global first: a branded AI CapCut template exclusively tailored for “The Original Gamechangers.” This tool allows users to visualize an AI version of themselves in the coolest virtual locations.
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. These efforts aim to create 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. Saudi female gamers interested in the initiative can now register at KFCGaming.me to be part of The Original Gamechangers squad.