Burger King: Hijacking BTS X McD collaboration!

Burger King, a fast food chain, hijacked a McDonald's campaign in Indonesia to promote its new meal.

Campaign details

Brand: Burger King IndonesiaLead Agency: Mediacom IndonesiaRegion: APAC

Strategy

Objective

Burger King has a strong presence in Indonesia across 24 cities through 175+ outlets. The COVID-19 pandemic impacted Burger King Indonesia in various contexts such as market, business, brand and culture.

BurgerKing Indonesia's business was hit causing 70% drop in dine-in sales, amid social restrictions to contain the spread of COVID-19. The brand goal has been to proactively innovate & serve their guest like a king and create a place in their hearts of people by making a difference in the community that...

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