Burger King: Ch’king Pride

Mike Cassell, Ellie Gogan-Tilstone, Jane Dorsett

Fast-food restaurant brand Burger King took to Twitter to ensure its new chicken sandwich stood out in the cluttered US QSR space.

Campaign details

Brand: Burger King Brand owner: Burger King Entrant company: MullenLowe USIdea creation: MullenLowe Boston Market: United States Sector: Restaurants & takeaways Media channels: Public relations Budget: Up to 500k

Executive summary

“Burger King Shades Chick-fil-A With New Chicken Sandwich That Benefits LGBTQ Community” – People

Fast-food restaurant brand 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...

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