VML Riyadh has launched an unexpected brand campaign for Kudu, a large fast food chain in Saudi Arabia, celebrating how its brand name has organically evolved into public property over the years.
The "One of Us" ( "كودو.. من ربعك") campaign embraces an unprecedented phenomenon: the word "Kudu" has moved beyond its trademark status to become part of everyday Saudi vocabulary.
"We brought this cultural phenomenon to life by turning the camera on real Saudi streets, homes, and local eateries. Every handwritten menu board featuring 'Kudu,' every family recipe named after it - these weren't staged; they were already there. The beauty of this campaign is that we didn't have to create anything new; we simply held up a mirror to what was already happening in our society," said Karyn Jallad, Director of Marketing and Communications at Kudu.
The campaign centerpiece is an intimate documentary-style film directed by Saudi filmmaker Ali Kalthami, capturing genuine moments where Kudu has naturally become an inherent part of Saudi daily life. From family gatherings to casual meetups, the film showcases how Kudu has evolved from a restaurant chain into a cultural phenomenon,
"What we uncovered isn't just about brand recognition – it's about cultural ownership," adds Firas Ghannam, Executive Creative Director.
“The name 'Kudu' holds a special place for every Saudi citizen who has incorporated it into their home cooking, or made it part of their daily conversations.”
The campaign represents a fresh perspective in brand marketing, celebrating how a trademark has become shared cultural property. This approach positions Kudu not just as a food chain, but as a symbol of Saudi identity and community.
"For 36 years, we've taken pride in serving our community with freshly prepared, unique and delicious food that has become part of Saudi culture," said Rakan AlRashed, Chairman of Kudu.
"As we continue to grow both domestically and internationally, we're excited to bring the authentic Kudu experience that Saudi Arabia knows and loves to new communities around the world."
The integrated campaign spans outdoor billboards, social media, and in-store activations, all reinforcing Kudu's position as a brand that truly belongs to the people.
