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”.

https://youtu.be/sSD_6ZX1QhU

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:

BBH: First job Burger King job – fix its unhappy past with chicken

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

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

Print Credits

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:

Credits:

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

Director: Akama

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