Burger King: Burger King’s Content Kitchen

Vanessa Tan, Mark Haycock, Adrian Adshade

QSR brand Burger King used a data-driven content strategy to stay ahead of its rivals and re-engage customers in Singapore.

Campaign details

Brand: Burger KingBrand owner: Restaurant Brands InternationalAgency: Mullenlowe Group SingaporeMarket: SingaporeIndustries: Restaurants & takeawaysMedia channels: Sales promotion, Social mediaBudget: Up to 500k

Executive summary

Hamberders, gibberish tweets – all iconically Burger King. In America, that is. In Singapore, however, QSR brand Burger King had yet to arrive, while our competition remained Chihuahua-level relentless with their 1-for-1s and new product launches.

Our throne had shrunk and we needed to rework our place in the social chain, but with one key gut-punch: we had to battle local...

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