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.
This professional campaign titled 'We Give Up' was published in United Kingdom in June, 2023. It was created for the brand: Burger King UK, by ad agency: BBH London. This Integrated medium campaign is related to the Food industry and contains 7 media assets. It was submitted 4 months ago.
CAMPAIGN TITLE: We Give Up - Chicken Royale
Soco Núñez de Cela - Brand and Communications Director
Katie Evans - Chief Marketing Officer
Suzi Hoy - Senior Brand Manager - Burger King
ADVERTISING AGENCY: BBH
CCO: Alex Grieve
EXECUTIVE CREATIVE DIRECTOR: Helen Rhodes
DEPUTY EXECUTIVE CREATIVE DIRECTOR: Felipe Guimaraes
COPYWRITER: Oliver Short
ART DIRECTOR: Jennifer Ashton
DESIGNER: James Parkinson & Josh Bailey
PLANNER: Saskia Jones
PLANNER: Laura Casado Cisa
BUSINESS LEAD: James Rice
ACCOUNT DIRECTOR: Laura Huber
ACCOUNT MANAGER: Zimini Fongho
AGENCY FILM PRODUCER: Victoria Doran
AGENCY ASSISTANT FILM PRODUCER: Rebecca Ellis
AGENCY PRINT PRODUCER: Lauren Daniels
AGENCY PRINT ASSISTANT PRODUCER: Micah Waring
MEDIA PLANNER: IProspect
PRODUCTION COMPANY: Riff Raff
PRODUCTION COMPANY: Riff Raff Films
FILM DIRECTOR: The Sacred Egg
DOP: Benjamin Todd
EXEC PRODUCER: Jane Tredget
PRODUCER: Kate Brady
EDITOR: Sam Bould
EDITORS: Final Cut Edit
POST-PRODUCTION COMPANY: The Mill
POST-PRODUCTION PRODUCER: Louise Unwin, Saskia Delius
2D LEAD ARTIST: Carl Norton
3D LEAD ARTIST: Andy Steele
GRADE: The Mill
COLOURIST: Philip Hambi
SOUND STUDIO: String and Tins
SOUND ENGINEER: Adam Smyth
MUSIC COMPOSER: Composed by The Infinity Orchestra the composition is called 'Whopper
MUSIC SUPERVISOR: Jacob Wheeler
MUSIC COMPANY: Major Tom
PHOTOGRAPHER: Lou Escobar
PRINT PRODUCTION COMPANY: Canada