OOHCity takeovers: bridges, screens, boards
Delivery appsBanner optimisation
Short-formInfluencer taste-test edits
PackagingHigh-impact redesign
Figures: Campaign scope as delivered. Herfy has not published footfall or order figures for this campaign, so outcomes are described, not quantified.
Campaign Challenge
Recover market share in a highly competitive Saudi QSR sector against multinational chains, while driving both physical footfall and delivery-app order volume.
Strategic barriers
- Competitive QSR market led by multinationals
- Footfall and delivery orders had to grow together
- Local challenger positioning against global brands
- Brand relevance to recover with younger audiences
- Market share to reclaim city by city
Creative strategy
- High-contrast reds and yellows built for appetite appeal
- Macro food photography showing texture and crunch
- Aggressive Arabic-first typography
- OOH city takeovers on bridges, screens and boards
- Influencer taste-test short-form content
Project
Herfy Super Chicken
Sector
Quick-service restaurants
Pillar
Performance & Growth
Visual preview
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Visual Strategy: “Bold Craveability”
A high-contrast, appetite-led palette with macro food photography, set in energetic Arabic-first typography and carried across city-scale OOH so Super Chicken reads as the premium local favourite.
Food photography
Macro shots that highlight texture and crunch.
Influencer content
Taste-test short-form videos for social.
OOH takeover
City-scale billboard and digital-screen presence.
Arabic typography
Energetic, culturally resonant headline type.
Key Deliverables
OOH city takeovers, short-form social edits, delivery-app banner optimisation and high-impact packaging design.
The campaign ran in synergy with Saudi Media Company (SMC), pairing heavy, high-contrast OOH across major cities with hyper-local social humour and macro food photography.
Outcomes
- Footfall to physical branches rose during the campaign
- Delivery-app orders grew alongside OOH visibility
- Super Chicken positioned as a premium local favourite
- Stronger visibility against multinational competitors
Outcomes are as reported by the campaign team; detailed client figures are not published.
See the visual preview
5 project frames are available.
Performance & Growth
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