KFC has launched Crispy Shawarma.
Our challenge was how could we promote shawarma as an American brand when Romanians are already experts in this dish and have it at every street corner?

KFC decided to show its respect for what shawarma means in urban culture: more than just a dish, a lifestyle. That’s because shawarma brings out our authenticity. We eat it sitting on the curve at 4AM, getting dirty, not caring about what others think.

We’ve shown our respect for what shawarma means in street culture by using its native language: rap music. We partner up with an emerging artist and creating a rap video that talked about insightful shawarma consumption moments.