Burger King: Celebrating Subcultures

Quick-Service Restaurant chain Burger King created a content engine to become loved and talked-about online in order to grow visitation among iGen and young millennials in the US.

Campaign details

Brand: Burger King Brand owner: Restaurant Brands International Agency: MullenLowe U.S. Market: United States Industries: Restaurants & takeaways Media channels: Social media Budget: 0k

Executive summary

Attention is an endangered species; it's harder than ever to stand out in our hyper-fragmented media environment. Declining in consideration and preference among 18- to 24year-olds in the US, Burger King tasked us with righting the ship. Our goal was

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