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The King Has Gone Green

Campaign
Published/Aired: 
June 2019
Burger King: The King Has Gone Green
Burger King: The King Has Gone Green
Burger King: The King Has Gone Green
Burger King: The King Has Gone Green
Burger King: The King Has Gone Green
Burger King: The King Has Gone Green

Description

The Idea: Burger Green

Insight: When you first think of Burger King you think of their iconic beef whoppers

Idea: For April Fools, let’s promote the new veggie burger that Burger King is launching by using an unexpected stunt. In select flagship locations, we will fool people into thinking that the King has gone green--totally vegan.

Execution: Teasing on social media that Burger King has been rebranded to Burger Green, and offering a peek into the new, exclusively vegan menu offerings Reveal of new Burger Green in select locations. Those who have seen it on social will want to seek it out IRL, and those who haven’t seen the teasers will be shocked. Customers can purchase the new “green” products “ for one day only” (Green Juice, Broccoli fries and the new Veggie Burger”

The Challenge : Burger King is only known for its flamed grill burgers--which isn’t a bad thing! But let's have a little fun promoting the new veggie burgers and scare the hardcore meat eaters for a moment.

The Prank : People love their burgers, and we know they will flip when they see an all-vegan menu. And that’s what we are banking on! We’ll film different reactions--shock, joy, tears--and leverage them on social. And after April Fools is over, we’ll reassure everyone that the meat is here to stay, but a new veggie option might just be the new King they’re waiting for.

Entrant Company: The City College Of New York, Brooklyn, United States
Art Director: Amera Lulu
Art Director: Kelvin Medina
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