We Give Up

BBH is putting the spotlight on the nation’s most famous chicken burger - Burger King’s Chicken Royale in a campaign that taps into a truth that for some, the Home of the Whopper, isn’t all about the beef.

But instead of a clichéd food porn, shot of a golden chicken fillet gently landing onto a bed of crisp iceberg lettuce, BBH’s response is “We Give Up”. – an idea driven by the fact that, in spite of receiving very little promotion by Burger King, the Chicken Royale is consistently one of the restaurant’s best-selling burgers, and has made a more favourable impression on internet users than rival offerings.

“We Give Up” highlights just how much effort Burger King UK has put into making the Whopper famous; spending millions over the decades, and dubbing itself the Home of it – only for certain diners to consistently choose the Chicken Royale when they visit a restaurant.

The campaign has been brought to life in a TV and Cinema ad where the hero travels through eras from the 1960s to the 2020s, bombarded by Whopper ads. Nevertheless, as it comes to place their order, they ask for a Chicken Royale.

The idea is carried through to out-of-home executions. Diners blissfully enjoy their Chicken Royale burgers oblivious to wall-to-wall print ads of Whopper promos.

In press, they’re introducing the first-ever ‘Chicken Royale Day’, a last-minute replacement for the regularly scheduled Whopper Day, driven by customer love. To honour the much-loved burger, on Wednesday 7th June the Home of the Whopper® is offering fans nationwide a Chicken Royale for just £1 via the Burger King app.