TBWA\RAAD Dubai helps KFC enter Call of Duty’s battleground with launch of ‘Bribe Bucket’

KFC is attempting to conquer Call of Duty’s battlegrounds via their new “Bribe Bucket” campaign. The iconic fried chicken brand has partnered with TBWA\RAAD Dubai to give gamers a wild new way to negotiate for their lives when they’re downed in-game.

Capitalizing on Call of Duty’s proximity chat—a voice feature that lets players talk, joke, or trick their opponents —the campaign invites gamers to barter for mercy by offering up KFC vouchers in exchange for being spared. When seconds count, a bucket of finger-lickin’ chicken could be the difference between a crushing defeat and a triumphant comeback.

“We wanted to bring an unexpected twist to both gaming culture and the KFC brand,” says Joe Lahham, Managing Director at TBWA\RAAD. “By blending the excitement of Call of Duty with the irresistible taste of KFC chicken, we’ve created a new currency for survival—fried chicken.”

The campaign’s launch kicked off with a TikTok film, urging fans to repost and receive KFC vouchers. The vouchers, in turn, become an in-game bargaining chip. Players will be testing their luck: some bribes are accepted, some aren’t—but the chicken is always taken.

To further spark engagement, KFC is delivering limited-edition “Bribe Buckets” to influencers and gamers, complete with sleek briefcases to match the campaign’s undercover vibe. Streamers, too, are joining in, sharing moments where the offer of a KFC voucher sways an enemy from pulling the trigger.

“With the Bribe Bucket, we’re not just serving chicken—we’re giving players a whole new way to win,” says Ahmed Arafa, Chief Marketing Officer for KFC MENAPAKT & CIS. “In the heat of battle, a bucket of KFC can flip the odds—turning a guaranteed knockout into a finger-lickin’ comeback.”

With the Bribe Bucket concept live, KFC is looking forward to seeing how players—and their appetites—reshape the battlefield.

Credits
TBWA\RAAD
Joe Lahham (Managing Director)
Santiago Cuesta (Executive Creative Director)
Frederico Roberto (Executive Creative Director)
Cathrine Bannister (Chief Strategy Officer)
Romy Abdelnour (Head of Communications)
Ramez Rahal (Strategist)
Rodrigo Scapolan (Creative Director)
Ayman Shehade (Associate Creative Director)
Sanele Ngubane (Senior English Copywriter)
Diogo Seibert (Senior Art Director)
Leandro Werneck (Senior Art Director)
Seif Rashwan (Art Director)
Smithesh Krishnan (Senior Designer)
Tony Kayouka (Head of Social and Content)
Hamza Khan (Senior Social Media Manager)
Rand Hilal (Senior Social Media Executive)
Ahmed Hamza (Senior Account Director)
Richard Rao (Account Director)
George Oghgassian (Senior Account Executive)
Layla Adib (Account Executive)
Rony Skaf (Executive Digital Director)
Rabih Chehayeb (Senior Digital Manager)
Karim El Khoury (Digital Account Executive)
Diala Toska (Digital Account Executive)
Ezzat Habra (Creative Services Director)

Hearts & Science Media
Rawan Hilal (Business Unit Director)
Vinay Gangwani (Growth Lead)
Reem Usama (Planning Manager)
Kamal Al Jabi (Senior Planner)
Mohamad Majed (Head of Investments)
Ali Jammal (Associate Director of Investments)

Power League Gaming
Dennis Slade (Account Director)
Mustafa Kannas (Communications Manager)
Pedro Murta (Account Manager)
Abdul Rahman Hazem (Social Media & Influencer Management Executive)

Piloto
Rafael Antonelli (TV Director)
Natalia Souza (Executive Producer)
Willian Sousa (Executive Production Assistant)
Regina Knapp (Commercial Director)
Roberta Frederico (Project Coordinator)
Rayssa Bernardi and Marília Raffaeli (Project Manager)
Alexandre Chalabi (Post-Production Coordinator)
Thiago Biazzoto (Art Director)
Kevin Crauford, Rafael Antonelli, Cris Arbex (Editor)
Kevin Crauford and Lucas Garcia (Finalizer)
Victor Further, Ivan Franco, Ullisses Soares, Pedro Lima (Motion Graphics/Compositing)
Alexandre Cardoso (Junior Motion Designer)
Luís Daher and Isaac Nascimento (3D/Unreal)
Gigio Pelosi (Colorist)
Antonio Froz (Rigger)