Burger King: Ch'king Of Pride

Mike Cassell, Ellie Gogan-Tilstone, Jane Dorsett

Fast-food restaurant chain Burger King grew sales of its Ch'King sandwich during Pride month in the US with a single tweet in support of LGBTQ+ rights that threw shade on market leader Chick-fil-A.

Campaign details

Brand: Burger KingBrand owner: Restaurant Brands InternationalEntrant company: MullenLower U.S. - USAIdea creation: MullenLowe BostonMarket: North AmericaSector: RetailBudget: Up to 500k

Executive summary

‘Burger King Shades Chick-fil-A with New Chicken Sandwich That Benefits LGBTQ Community’ – People

Burger King had recently launched its new chicken sandwich, the Ch’King, but because of the over-saturated chicken wars, it wasn’t getting the attention it deserved.

During Pride, we changed that by doing some good, while taking on the chicken sandwich leader.

With a single provocative tweet, we hijacked the...

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