This week sees the launch of BURGER KING®’s Crispy Chicken Burger film ‘Act of History’ featuring the winner of their nationwide search to find the first person to try it’s newest burger.
The TV ad comes just a few weeks after BURGER KING®’s CEO Alasdair Murdoch’s online announcement of The Opportunity You Haven’t Been Waiting For – a 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® offered to 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, BURGER KING® knew from launches around the world 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®.
The launch film, which airs on TV this week, features the recipient of the £20,000 payment, ‘Jim from Wanstead’, as he tries BURGER KING®’S new Crispy Chicken Burger for the very first time. The result is honest and fun with a certified thumbs up from Jim.
Ian Heartfield, CCO at BBH London, said: "We were in the lap of the gods as to who would come forward to try BK's new chicken burger. Luckily for us the competition delivered us Jim from Wanstead. His soundbites are worth the 20K prize alone."
The campaign launches this week across TV, Online, Social, Press and OOH.
Jim plans to spend the money on fixing up his nan’s bathroom and splashing out on a holiday.