Burger King was facing a big challenge: despite being an iconic brand, it hadn’t engaged with families yet. They needed to create a meaningful, relevant campaign proving that, BK is a brand for families like yours.

The objective was clear: engage with families in an ownable, meaningful way, keeping the brand witty tone and style; and increase the King Junior Menu consumption in the UK by 10%.

This is real life. A truth that was already there, happening in front of us: When a child realizes he/she is not an only child anymore; a true disappointment. The first dramatic moment in their lives: now they need to share their parents' attention.

Despite being a moment of sadness, their naturally dramatic reactions bring the fun side to the insight: the exaggeration of the kids instantly sparks a smile to the viewer.

That’s where the power of the idea lands: a single-minded, real, powerful truth that creates a smile, brought to life with a campaign directly talking to parents.

And we reinforced the message on a special day to increase its cultural relevance: Siblings Day. On that day, we launched a multichannel promotion offering King Jr. Meals for just one pound with the purchase of an adult meal, allowing every dethroned kid to reclaim their crown while increasing sales.

The key strategic decision was to represent real families. The key was to create a different approach, with a witty, bold, TOV aligned with the brand. We are far of McDonalds perfect families.

Building on that hypothesis, we found real parenthood trends on social media as a great opportunity: real, far from perfect. Parents sharing their real parenthood drills every day on social media: kids in a huge tantrum in the middle of a supermarket; the everyday fight to make them have dinner... it was full of that.

When analyzing the trend, we found the opportunity: the moment a new baby gets home. That was the breakthrough moment.

1. The seeding: To spark audience’s interest, it all started by a piece of research shared by Burger King about siblings’ relationships and the dethroned prince syndrome. It was released together with a teaser promo announcement to boost the conversation.

2. The release: A couple of days after, on April 27th, the main campaign was launched.

3. The promo: A shorter version film was aired nationwide on digital and social media communicating the campaign promotion. To complement the digital implementation, outdoor executions were aired in UK’s main cities as well as prints at a regional level.

4. Siblings day special: Once a significant reach was acquired, and leveraging National Siblings Day, a longer version was launched with a bespoke message celebrating the day, offering a special promo, and allowing the brand to capitalize the momentum of this national celebration.

· More than 227M impressions in two weeks

· It sparked conversations on social media, drawing participation from all over the country, resulting in over 320,000 impressions and interactions.

· +36% increase in incidence for kids meals vs previous period

· +2pp uplift on average sale vs previous promo