Campaign details

Brand: Burger King
Client: Burger King
Agency: 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 of getting out of the relegation zone.

What became clear was that chicken is a 'people's league', and the success of any chicken product lives or dies on the opinions of the public. We couldn't simply tell the UK that our new chicken product was good, we needed to find our own, of the people, chicken "influencer" who could do it for us.