For years, KFC owned the conversation around chicken. But the moment they ran out of it, we created a campaign for Burger King that showed they're not scared of fighting the competition on their own turf.

Following KFC's chicken supply fiasco, the very next day and in less than 24 hours, we claimed that Burger King doesn't back down, with the "We Don't Chicken Out" promo, a bold deal that offered our chicken products for discounted price. This catapulted a whole conversation around the UK and Ireland helping Burger King chance perceptions and show that it's not only the King of Burgers, but the King of Chicken too.

In order to steal the conversation around chicken from KFC, we had to act fast. And nothing travels faster than social media. So, in less than 24-hours, we launched a week-long promo with a post on Facebook, Twitter, and Instagram, offering our most iconic chicken products for a discounted price nationwide in the UK and Ireland, in every Burger King restaurant. The visuals of the campaign took a jab at KFC by featuring a bucket with our own chicken products and the face of the King in the style of Colonel Sanders. We put up in-store posters to drive awareness. We also participated in a real time social response campaign with people who were complaining about the KFC chicken shortage on social media, inviting them to their nearest Burger King. We even gave an infinite supply of chicken to a lady who went viral for her outburst on the news.

- 3 months of chicken inventory sold in just 4 weeks.

- 600 Million global impressions.

- $0 Media investment.

- Unlimited Chicken supply for one Lady.

Source: Weber Shandwick and Burger King UK