A simple habit observed on TikTok has propelled KFC Arabia to the top of the platform’s creative hierarchy. The brand, in collaboration with TBWA\RAAD, has won the G.O.A.T. (Greatest of All Time) award at the TikTok Ad Awards in Saudi Arabia — the highest recognition given to a single campaign that embodies originality, cultural relevance, and impact.
The winning initiative, titled “Om Bdr – 12th Ingredient,” did not originate from a traditional advertising brief. It emerged from the everyday behavior of Saudi TikTok users who began adding a homemade seasoning, Srar Hail, to their KFC chicken. The spice blend was created by Om Bdr, a local cook from Hail, whose condiment gradually became a recurring presence across food-related videos.
What caught the attention of KFC Arabia was not the virality, but the consistency. When the same gesture appeared again and again, the brand identified it as a cultural pattern rather than a passing trend.
From observation to collaboration
Instead of recreating the moment for marketing purposes, KFC chose to recognize it. The company approached Om Bdr and partnered with her to officially introduce her seasoning into selected restaurants, presenting it as the brand’s “unofficial 12th herb and spice.” The move transformed a community-created ritual into a physical product, while keeping its origin visible and respected.
This decision marked a strategic shift from brand storytelling to cultural participation. The campaign’s core idea was not to place KFC at the center, but to formalize something its audience had already made meaningful.
A campaign built inside the platform
The execution followed the same logic. Content was produced in real KFC locations, using light setups and local voices. Saudi creators, reporters, and customers carried the narrative across TikTok, each adding their own interpretation. Om Bdr appeared as herself throughout the rollout, reinforcing the campaign’s credibility and emotional connection.
There were no cinematic brand films or scripted influencer performances. Instead, the story unfolded in fragments, conversations, and everyday videos — the native language of TikTok.
This approach aligned closely with the platform’s creative culture, where relevance often outweighs polish, and where authenticity drives engagement.
Creativity that converts
The cultural resonance quickly translated into commercial performance. The limited-edition product reportedly sold out in under three weeks. KFC Saudi achieved its strongest sales mix on record during the campaign period. At the same time, Om Bdr’s own seasoning saw unprecedented demand, turning a home kitchen product into a national talking point.
The G.O.A.T. award crowned a campaign that did not simply generate attention, but delivered tangible business outcomes while elevating a local creator into a national partner.
A wider signal to brands
Beyond KFC, the campaign sends a clear message to marketers across the region. Effective creativity no longer depends on importing global formulas. It depends on proximity to culture, patience in listening, and the willingness to give ownership back to communities.
By grounding the idea in Saudi digital behavior and building it through TikTok’s native mechanics, TBWA\RAAD and KFC Arabia demonstrated how platforms can serve not just as media channels, but as idea engines.
With “Om Bdr – 12th Ingredient,” the brand did not interrupt culture. It formalized it. And in doing so, it delivered a model of creativity where relevance, respect, and results align.
