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Top 6: June 14th 2023
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Burger King: We Give UpTop 6: June 14th 2023
BBH is putting the spotlight on the nation’s most famous chicken burger - Burger King’s Chicken Royale in a campaign that taps into a truth that for some, the Home of the Whopper, isn’t all about the beef. But instead of a clichéd food porn, shot of a golden chicken fillet gently landing onto a bed of crisp iceberg lettuce, BBH’s response is “We Give Up”. – an idea driven by the fact that, in spite of receiving very little promotion by Burger King, the Chicken Royale is consistently one of the restaurant’s best-selling burgers, and has made a more favourable impression on internet users than rival offerings. “We Give Up” highlights just how much effort Burger King UK has put into making the Whopper famous; spending millions over the decades, and dubbing itself the Home of it – only for certain diners to consistently choose the Chicken Royale when they visit a restaurant. The campaign has been brought to life in a TV and Cinema ad where the hero travels through eras from the 1960s to the 2020s, bombarded by Whopper ads. Nevertheless, as it comes to place their order, they ask for a Chicken Royale. The idea is carried through to out-of-home executions. Diners blissfully enjoy their Chicken Royale burgers oblivious to wall-to-wall print ads of Whopper promos.
Soco Núñez de Cela - Brand and Communications Director RelatedAlso best this week |
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