BURGER KING: GRILLED DOGS

The truth is whenever Burger King try to launch a new product the traditional way through either advertising or PR - all of their best plans and intentions fall short when staff members decide to use social media to share the latest delivery/training manual days before BK reveals the news to the world.

Leaks are inevitable. So instead of fighting it, we decided to embrace it. So to launch the latest menu item, 'Grilled Dogs - The Whopper Of Hot Dogs' we made sure that our staff couldn't help but want to share it.

Case Study

And share it they did...

In fact the entire internet caught on and helped spread the word. From the masses to minor celebs, traditional media to cultural commentators - everyone had an opinion.

The conversation even made from the web to national broadcast.

To further spread the word we also enlisted the help of The King - in a way he hasn't been used before...

PRESS:

TIME
MTV
Complex
Billboard
Fortune
AdWeek
AdAge

RECOGNITION:

2016 Cannes Lions: BRONZE - ENTERTAINMENT (Talent: Visual Storytelling)
2016 Cannes Lions: SHORTLIST - PR (Internal Communications & Employee Engagement)
2016 Cannes Lions: SHORTLIST - PR (Launch / Re-launch)

CREDITS:

Creative Director: Brad Dixon
ACD: Adam Lock
Senior Art Director: Kate Ebert and Jeremy Stein
Senior Writers: Mike Latshaw and Conor Champley
Designers: Daniel Nosonowitz, Chris Szeto and Riley Walker
Agency: Code and Theory
Client: Burger King