Millennials/Gen Zs love an artisan burger, but turn their noses up at fast food. If it's less than £15, they're not interested, but Burger King is redefining what makes a good burger.
Use copy to communicate 100% of the Burger King menu is now 100% real (free of preservatives, colours, and flavours from artificial sources) that lands their core message: real food tastes better. 18-34 year olds around the world who don’t think Burger King is cool and doesn’t watch much TV, are skeptical of marketing claims, and seek out real and authentic experiences and brands (which they don’t associate with the ‘fake’ world of fast food).
Repositioning Burger King as the same quality as gourmet, artisan burger restaurants. By proving to the consumer that, despite the logo, a tomato is a tomato, a bun is just a bun. Burger King is just as good as Gourmet Burger Kitchen - just without the price tag. We created the ShWhopper; a viral PR stunt in which Burger King replaces ingredients from these restaurants with their own ingredients, by using undercover BK workers. The ShWhopper is there to prove that it’s the same taste but just a different brand. By creating an ad campaign that runs alongside OOH and social media advertising, means that there is a natural inquisitiveness from the viewer asking “have I been ShWhopped?” The Sh infront of Whopper has a double meaning, from swapping out the ingredients, to “Shh” as in a massive secret that Burger King has been hiding from us all.