Crispy Chicken launch
The task was as tall as they come. Launch a chicken burger in Burger King. An eatery that has possibly the worst track record in poultry in Britain. Beef - yes. Chicken - no. So… I conceived, devised and sold a campaign using the only plausible trick we could possibly use - bribery. We paid someone £20,000 to have the first bite, because otherwise no-one else would.
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We went straight to the top to launch the promotion - The Burger King UK CEO. And just in case no one believed us, it went live on his LinkedIn page before anywhere else.
The sweet, sweet gospel was spread through print and outdoor.
We even went guerilla and placed recruitment cards in post offices and even KFC’s around London
Luckily…very, very luckily, this brave soul answered our call on Twitter. And as you can imagine, our eyes lit up.
Then we filmed him having the first bite of the burger ever and used his directly quoted first review (genuinely) throughout the post launch campaign.
See…