BBH London has been appointed as Burger King’s creative agency to work with the brand on its repositioning in the UK market. BBH’s new work for the brand will focus on the entire customer journey and brand experience.

The Burger King master franchise was acquired by Bridgepoint at the end of 2017, with a new management team put in place. BBH was approached by chief executive officer, Alasdair Murdoch, and marketing director, Katie Evans, earlier this year and hired without a pitch.

So BBH’s first work for the brand has just launched. It’s sure to catch the UK’s attention. The Opportunity You Haven’t Been Waiting For is 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 will pay them £20,000 (AU$36,400) for their effort.

You see, people don’t go to Burger King in the UK for chicken. In fact, Burger King has a tragic past with chicken. People do go to Burger King for a burger, a Whopper. In other markets, though, market research and social listening has told the new partners that people really like the new Crispy Chicken burger. They just have to give it a go.

Ian Heartfield, chief creative officer at BBH London, commented, “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 has chosen BBH to help re-invent their entire customer journey, and bring the fight to the McOppositon.”

Katie Evans, marketing director at Burger King, added, “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.”

BBH’s first campaign for the brand has launched across online, social, press and OOH and the winning candidate will appear in Burger King’s latest advertising campaign on TV on October 3.

Here’s Murdoch’s announcement of that opportunity:

https://youtu.be/X-zCLMfiY0w

Credits:

Agency: BBH

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

Account Executive: Alex Ogilvie

Producer: Sophie Hughes

Production Company: MindsEye

Print Credits

BBH Producer: Sarah Knight

Photographer: Dan Matthews

Client: Burger King

Marketing Director: Katie Evans

Head of Brand: Soco Nunez