In the UK, Burger King is all about The Whopper. But it has had a past relationship with chicken. A not so happy past relationship with chicken. But it also has a new relationship with BBH. As well as a new management team. And a new attitude towards chicken. That new attitude includes a new Crispy Chicken Burger.
So BBH’s first job for the brand was to win Burger King chicken fans. A daunting task requires a mammoth effort, so BBH’s first work, The Opportunity You Haven’t Been Waiting For, was 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, the chain offered to pay them £20,000 (AU$36,400) for their effort.
And Burger King found its trier. The first person to try Burger King’s Crispy Chicken Burger was put into an ad, Act of History. And BBH added the essential hyperbole to make that ad worthy of its title.
The launch film has just gone to air in the UK. It 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, BBH reckons, “is honest and fun with a certified thumbs up from Jim”.
Ian Heartfield, chief creative officer at BBH London, commented, “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 is running on TV, online, in social, press and OOH.
NOTE: Jim plans to spend the money on fixing up his nan’s bathroom and splashing out on a holiday.
Read where the story began:
Creative Team: Fred Rodwell & Andy Parsons
Chief Creative Officer: Ian Heartfield
Head of Art: Daryl Corps
Data Strategy Director: Saskia Jones
Head of Strategy: Ben Shaw
Managing Partner: Carly Avener
Account Manager: Jess Walley
Account Director: Ardel Amani
Producer: Sophie Hughes
Production Company: MindsEye
Director: Brad Lubin
Producer: Ben Sullivan
DoP: Dan Holland
Editor: Gareth McEwen @ Speade
Post Production: The Mill
Sound: String & Tins
BBH Producer: Sarah Knight
Photographer: Dan Matthews
Client: Burger King UK
Marketing Director: Katie Evans
Head of Brand: Soco Nunez
Meanwhile, in France, KFC doesn’t have a problem with people not liking its chicken. It is trying to win burger fans. So the Colonel’s fast food chain has launched a ‘burger’ that’s all chicken, following a successful trial last year. No bread. The Double Down Maxx is the only KFC sandwich where bread is replaced with two filets of fried chicken. It’s the “burger’ for KFC fans who “want chicken and don’t care about the rest”.
And Sid Lee is winning fans over to the idea of a burger that’s all about the chicken with an ad that’s all about the pack shot. “Much like his admirers and the Double Down Maxx itself, Colonel Sanders is all about chicken, so much so that he insisted on cutting ¾ of the film to focus on the pack shot,” Sid Lee noted.
Watch how Sid Lee made that a whole lotta fun for KFC’s audiences:
Agency: Sid Lee Paris
Chairman & Executive Creative Director: Sylvain Thirache
Creative Directors: Céline & Clément Mornet-Landa
Copywriter: Simon Lamasa
Art Director: Francis Pluntz
Brand Strategist: Ambroise Soulé
Agency Head of Production: Thomas Laget
Agency TV Producer: Benoit Fernandes
President: Johan Delpuech
Managing Director: Mehdi Benali
Business Director: Antoine Ferrari
Account Director: Héloïse Marchal
Account Manager: Camille Caucat
Production Company: Wizz
Producer: Amanda Stubbs
DOP: Remy Chevrin
Post Production: Emilie Nicodex @ NKI
Post producer: Nataly Aveillan
3D: Wacyl Djender
Client: KFC France
Client Team: Pascale Laborde, Sophie Lacroix, Caroline Bicais