Burger King: BK Loving 'It'

Burger King, a fast food chain, launched the Loving 'It' campaign in Germany to compete with its rival McDonald's and leverage the influence of horror movie, 'It'.

Campaign details

Brand: BURGER KING Deutschland GmbHAgency: Emanate GmbH and Grabarz & Partner Werbeagentur GmbH


As the perennial second place challenger to fast food leader McDonald's, BURGER KING® is constantly looking for buzz-worthy opportunities to tweak its rival. Our mandate is to be bold, and given a modest PR budget we like to find and disrupt pop culture moments in unexpected ways that get people talking.

In September 2017, it arrived in the form of 'It', the supernatural horror film based on the Stephen King novel. Even before its European debut, the American film...

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