Microdramas created with artificial intelligence have invaded social networks in recent months, giving shape to a genre that awakens the attention of millions of people around the world. It is what KFC Arabia has recently turned to to relaunch its popular cheddar cheese sauce and connect with the cultural trends of the moment.

Thus, at the end of April he launched “The Missing Chedrawi Cheese”, together with the creative agency TBWARaad. Its objective was to communicate to consumers the return of the product to the menu of their restaurants after a period of absence resulting from frictions in the supply chain.

Taking advantage of the coincidence of the problem with the rise of the so-called “frutinovelas”, the brand created its own drama generated by artificial intelligence with some of its most emblematic products as protagonists. He shaped a three-part narrative in which his chicken strips, fries, pickles and cheese became fictional characters.

Precisely the disappearance of the cheese articulated the plot. The first episode showed a young woman, representing KFC’s fried chicken, getting angry at the cheese and throwing it over the side of a yacht. This generated expectation about the development of the plot and the possible destiny of the product.

In the second installment, the young woman had established a romantic relationship with the captain of the ship, who represented the pickles. However, in another part of the country, the cheese was preparing its revenge and its return.

The third and final part of the story, the cheese character returned to regain his place, in parallel with the return of the product to the restaurant menu to the satisfaction of consumers.

“KFC Chedrawi cheese disappeared in Saudi Arabia. The internet reacted instantly, with fans lamenting their favorite cheddar sauce and even trying to recreate it at home“; the agency shared on its LinkedIn profile. “To get it back, we turned the collapse into a story for our client KFC Arabia. We took advantage of one of the most trending social formats: a series of AI-generated videos with Chedrawi, humorously imagining the reason for the shortage and turning the relaunch into a conversation people were already having”.

The brand and the agency have shared the results. According to Little Black Bookthe microdrama has so far generated more than 4 million views, more than 85,000 likes, more than 2,800 comments and has been shared more than 130,000 times on Meta and TikTok. The first episode alone exceeds one and a half million views on TikTok.

“If people are consuming this content, why not have them actually eat it?“, commented Farida Abdelaal, Senior Creative Copywriter at TBWARaad, through LinkedIn, who assures that the idea arose from the team’s personal experience consuming “frutinovelas.” “That’s exactly what we did when it came time to relaunch Cheddar Cheese in Saudi Arabia… right after it mysteriously disappeared for a while. Probably stuck somewhere in the sea”.

Brand and agency point out that the campaign has managed to transform a cultural moment into a content experience by taking advantage of the speed of content production provided by artificial intelligence. They consider it an example of how an unconventional narrative can help stand out in the infinite flow of content.