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the strategy
in a nutshell
project
Holiday 2 for $5 | Burger King
Task: Develop a 2 for $5 campaign to refresh and bring new news to the deal without changing the product lineup (Whopper, Big Fish, Chicken Fries, Original Chicken Sandwich)
Challenge: How can we keep the interest levels high despite the lack of novelty?
Audience: Americans that are confined to their homes 24/7 with their families or roommates during the lockdown.
Insight: When we have to share the same space 24/7, falling out is just a natural consequence, but with the holidays comes the opportunity to restore harmony.
SMIM: 2 for $5. A great way to offer peace.
role
Strategist
category
QSR
the idea
Ding! fries are done
To help restore the harmony at home, Burger King will harmonize. Leaning into holiday traditions, Burger King surprised people who ordered Burger King randomly with a Carol, singing the praises of the 2 for 5, using as inspiration the Ding Fries are Done song - which is a parody to begin with.
the PARODY THAT STARTED IT ALL:
THE TVC:
the radio spot:
the conversation:
