KFC’s latest campaign ‘The Original Gamechangers’ in collaboration with the Saudi Esports Federation (SEF) strives to transform the gaming scene in Saudi Arabia by spotlighting and supporting female gamers. This reflects KFC’s commitment to inclusivity and diversity.
The Middle East is a hub for exceptional gaming talent, with top-tier male gamers in the limelight on the global stage. As such, KFC launched a holistic campaign to break historical barriers in the gaming community through the Original Gamechangers. It is a platform for Saudi women to display their skills and potential on the global esports stage. Female gamers can showcase their talents.
KFC has also launched a microsite KFCGaming.me for Saudi girl gamers to register for the Original Gamechangers Cup. This platform fosters a supportive environment for competitors. Female gamers can demonstrate their skills and compete for rewards. Winners have the chance to compete in Saudi e-leagues and earn big prize pools.
Ahmed Arafa, Chief Marketing Officer, KFC, Yum! Brands, said KFC continues to harness the transformative power of gaming. “We are proud to pioneer a movement that celebrates diversity and empowers Saudi female gamers,” he said. “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, said the 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.”
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