Burger King
We were tasked with creating a Burger King campaign that successfully highlights the removal of preservatives and artificial flavors from Burger King’s food.
Main Idea
100% Free From Preservative, Artificial Flavors, and the Monarchy
Big Idea
Take the Crown
Target Audience
Young Socially Conscious Gen Z
Burger King has embraced a new chapter in their company and brand identity by overhauling the menu and ditching unfresh and unhealthy ingredients in their food. They have entered a new era of fresh and healthy ingredients to make the best food for their customers that better caters to them. In order to effectively communicate this transition to Burger Kings customers, we suggest that Burger King also redefines and broadens the role of their mascot, The King, and monarchy to be a more diverse and inclusive definition of royalty.
Creative Executions
Burger King App
During this campaign, the Burger King app will be connected to an outdoor guerilla advertising campaign called, Take the Crown, in which Burger King customers can use the app to find Burger Kings mascot, The King, wandering around cities so they can steal his crown, scan a QR code on it and unlock a prize and a free meal that the customer can take to the nearest Burger King restaurant to redeem it.
TV and Social Media Spot
Social Media Filters
Print Ads
