Burger King: Burjer Kinj

QSR brand Burger King created a social media, outdoor and in-restaurant campaign based on the Arabic pronunciation of 'burger' to increase Whopper sales and reignite interest in the brand in Saudi Arabia.

Campaign details

Brand: Burger KingBrand owner: Burger KingAgency: Wunderman Thompson KSAMarket: Saudi ArabiaIndustries: Restaurants & takeawaysMedia channels: Online video, Point-of-purchase, in-store, Social mediaBudget: Up to 500k

Executive summary

Despite an increase in the value of quick service restaurants (QSR) by 6% to reach sales of SAR27.2bn in 2018, Burger King's value share within the category dropped from a peak of 4.5% in 2014 to 4% by 2018 (Source: Limited-Service Restaurants in Saudi Arabia – Country Report June 2019 Euromonitor International).

Burger King was losing market share...

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