Role: Creative Planner & Copywriter
Create an advertising campaign that drives home the singleminded proposition: Because Fire is Better. Execute the “flame-grilling since 1954”message in a new, relevant way that makes younger, more cynical consumers want flame-grilled burgers, not fried. Get them to buy into, understand, and retain this message, and ultimately give Burger King another try.
Bring the Fire
Burger King has flame grilled since 1954, searing in the flavour.Beef + Fire = Magic. Still, the majority of 18 - 24 year olds don't know that the fast food franchise flame grill over fry. The campaign captures the cynical cohort, ensuring they know Burger King brings the fire.
The central pillar of the campaign is the Burger King FireTruck, which acts as a catalyst for social interactions happening up to, during and after the activation.