Burger King: How do you sell the one thing on the menu that no one wants?

Burger King, a fast food chain, used its weakness and turned it into a strength by giving chicken fans an opportunity to review its newest chicken offering in the UK.

Campaign details

Brand: Burger KingClient: Burger KingAgency: Bartle Bogle Hegarty

Executive Summary

Our task? To sell the new Crispy Chicken Burger at Burger King. But how do you get people ordering chicken from a place famous for beef? Not only that, from a place with an undisputedly terrible reputation for chicken?

Elsewhere across the UK, a fried chicken craze was raging. A dedicated, obsessed community of connoisseurs was growing fast, taking to social in their thousands to review, meme and rate the UK's chicken outlets. We needed to understand this community if we had any chance...

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