In 2024, Burger King marks its 70th anniversary, a milestone typically inward-focused and lacking consumer appeal. Our task was to transform this occasion into an opportunity to deepen the brand's connection with its audience.

Our objectives were clear: reinforce Burger King's promise of flame-grilled taste, while infusing the campaign with the brand's trademark wit and cheeky personality. We aimed to capture attention, ignite conversations, and strengthen consumer affinity with the brand.

“Born to be flame lovers” taps into social media to showcase authentic snapshots of babies instinctively drawn to candle flames on their birthday cakes. Thus highlighting our universal attraction to fire to better praise Burger King's iconic flame-grilled taste anniversary.

Using only five carefully chosen words, this concise copy manages to give the audience a new and unexpected meaning to the scene they are shown.

By capturing the universal fascination with fire, it cleverly connects to Burger King's iconic flame-grilled taste and anniversary celebration.

It blends a relatable human experiences with the brand's promise, creating a memorable and impactful campaign.

In its early stages (launch in April 2024), the campaign has yielded promising results:

While major impact assessment is largely premature, initial responses suggest a positive reception.

The campaign has sparked significant interest, generating widespread coverage in the press and reaching an impressive 270 million impressions.

In addition to TV and press in France, social media platforms have served as effective channels, reaching 6 million online users and showing active engagement and interactions with the campaign.

These early indicators suggest that our campaign is resonating with consumers and turning an inward-focused event into an engaging campaign.

Overall, our efforts have successfully captured attention, sparked conversations, and may help strengthen consumer affinity with Burger King.