SHRIMPS VS. PRAWNS

KUDU, a major fast-food chain in Saudi, known for chicken and beef sandwiches, faces a challenge of introducing a new item on the menu - the Dynamite Shrimp Sandwich - into a market already flooded with shrimp offerings from competitors.

IDEA

We observed a unique linguistic diversity within Saudi Arabia, where the term for shrimp varies: Some call it "Robyan," while others say "Gambary." This variation in terminology presented an opportunity to create a buzz around the new product.

So instead of introducing a single product, KUDU cleverly debuted two identical sandwiches, named the "Robyan" Sandwich and the "Gambry" Sandwich. Two sandwiches completely identical in taste, but absolutely different in name

We fueled a playful rivalry through two different campaigns running in parallel, one for each sandwich, inviting the public to try both and to choose their favorite. As the debate intensified, KUDU stepped in to declare a winner and introduced the “Gamberyan” Sandwich, a clever unification of both names; a portmanteau, which finally brought both sides together.