Hardee’s El Large

Every year, Hardee’s invites Kuwaitis to upsize or go large on their combo meal for their chance to win large prizes. The problem is Kuwaiti youth don’t remember the campaigns.

So we partnered with Khaleeji Hip Hop sensation King Daffy to create a character called El Large and launched with a music video celebrating living large. We supported with tailored executions across cinema, OOH, in-store and online, encouraging people to Go Large for their chance to Win Large.

The campaign proved to be 3.5x more effective than last year’s with large sales up 35%. The music video achieved over 3 million views and over 10,000 shares making it the most shared piece of content on Hardee’s Kuwait’s social channels ever. The campaign was also recognized by Hardee’s global as being the most creative and effective campaign in the MENA in 2018. But the best result of all was that our campaign increased consideration amongst the youth and reminded them that Hardee’s was for them.

ClientHardees KuwaitAgencyHug, DubaiRoleCreative DirectorYear2018