When two global giants like Lay’s and KFC come together, you don’t just get a snack, you get an event. Lay’s irresistible crunch meets KFC’s world-famous flavor in a collaboration that makes you wonder: why did it take so long?

Saudis love their fried chicken and their snacks, so this partnership was always going to be a hit. But we didn’t stop there. We turned this long-overdue match into a full-scale disruption. The campaign? "Worth the Wait".

Across every channel, every touchpoint, from massive in-store activations to wild social media stunts, we had the Kingdom buzzing. A Lay’s countdown clock? Check. Social media logo swapped? Done. We even branded an entire KFC restaurant with Lay’s.

When the flavors dropped, the excitement was electric, and so were the results. Over 40 million reached, 137 million impressions, $7.5 million in sales and 2.2% market share increase. This wasn’t just a launch. It was a moment. Worth. The. Wait.