BBH London has been appointed BURGER KING®‘s creative agency to work with the brand on their repositioning in the UK market. The work will see them looking at the entire customer journey and brand experience.
The BURGER KING® UK master franchise was acquired by Bridgepoint at the end of 2017, and subsequently saw a new management team put in place. BBH were approached by the CEO (Alasdair Murdoch) and Marketing Director (Katie Evans), earlier this year and hired without a pitch.
On the back of the appointment, the agency today launches The Opportunity You Haven’t Been Waiting For – a nationwide search to find the first person to try its new Crispy Chicken Burger. And, given that very few people would even contemplate the idea of eating chicken in BURGER KING®, BURGER KING® will pay them £20,000 for their toil.
Everyone knows BURGER KING® for the Whopper. And people aren’t going to BURGER KING® for their chicken. However, through in-depth market research and social listening, we know from launches in other markets that the new Crispy Chicken burger answers that problem. People actually like it, and more than that they’re surprised it came from BURGER KING®.
Katie Evans, Marketing Director at BURGER KING®, said: “We are delighted to have BBH on board. Their inspiring portfolio of work and experience in our sector gives us real confidence that they understand our brand challenge and how we need to engage and resonate to build brand growth in the UK. We’re excited to launch the Crispy Chicken campaign with them, challenging the usual approach with a disruptive campaign to engage a new audience.”
Ian Heartfield, CCO at BBH London, said: "The chance to re-build an iconic brand, one that's famous for ground-breaking, disruptive work, is every agency's dream brief. We're pumped that BURGER KING® have chosen BBH to help re-invent their entire customer journey, and bring the fight to the McOppositon."
The campaign launches this week across Online, Social, Press and OOH. To enter post a video of yourself eating and giving a review of an imaginary Crispy Chicken burger, using #20Kfirstbite on Twitter, or via the BURGER KING® Facebook page. Entrance closes on 16th September and the winning candidate will appear in BURGER KING®’s latest advertising campaign, launching on TV on October 3rd.
If you don’t believe us, hear it straight from the top. Here’s BURGER KING®’s CEO Alasdair Murdoch’s announcement of the opportunity