In Spring 2023 BK Germany was looking for an innovation for their snack category. At the same time AI was on the verge to disrupt almost every business sector we know. But while everyone was just starting to play around with AI, we already used it to create new products.

So, instead of doing the work ourselves, we thought, why not give the task of developing a new snack to AI. Of course, we couldn’t let the AI do all the work by itself. That’s why we gave the community a say and the opportunity to decide which AI Creation they liked best.

AI was the topic of the moment – also within our young a tech savvy social media audience. And they love to discuss our products. Be it old classics they want to get back or trying out new creations. That’s why we knew that giving them the chance to decide which of our AI creations would become reality was going to create lots of interaction.

We simply asked ChatGPT to create random combinations of all our products and looked for the best results. Then, a screen capture of ChatGPTs output became our first post. We then gave the best AI created suggestions to Midjourney to visualize them, which we then showed the community. And people went completely wild. One product was their absolute favorite: the Cheeseburger Nuggets. So, we made them reality and brought them to the BK restaurants.

The anticipation was huge and, once in store, the community loved the Cheeseburger Nuggets even more. And thanks to the hype, even the press got wind of our idea and started featuring the Cheeseburger Nuggets in several articles and even on TV. Resulting in over 15 million views and over 400k € in earned media – not bad for a campaign consisting of 3 stories, one reel and one carousel post. And just like that, we created the best digital snack launch of BK Germany that BK Germany ever had.