In Saudi Arabia, food is a significant part of social and cultural identity, often serving as a conversation starter and a way to connect people. This campaign navigated the unique cultural landscape of Saudi Arabia, where even a common word like "shrimp" carries different regional identities – known as "Robyan" in some areas and "Gambary" in others – a linguistic diversity that reflects Saudi's vast cultural tapestry and heritage.
KUDU leveraged this by introducing two shrimp sandwiches under these regionally distinct names that served as a conversation starter on social media, engaging customers in a playful debate rooted in their everyday language and regional pride.
The culmination of the campaign was the launch of the “Gamberyan Sandwich” – a clever unification of the names that brought both sides together.
