Speaking to consumers around the UK revealed a simple truth: consumers didn’t dislike Burger King. In fact, they didn’t have any strong feelings towards the brand. The main problem facing Burger King was brand apathy, so we needed to give people a reason to choose Burger King.

Each film focuses on a great feeling: catching a fish, being thrown a surprise party and having your first kiss. But just as our characters are in the height of their euphoric moment, they’re interrupted by Martin, our foodfillment spokesperson. A mysterious man who continues to appear in absurd ways throughout the campaign. Reminding everyone that nothing compares to the warm, fuzzy feeling of total food satisfaction you experience when you finish a meal at Burger King.

With every character in the film becoming firmly convinced that whatever it was they were previously doing, nothing comes close to that ultimate feeling of foodfillment.

An early campaign sales report shows that in the first 3 weeks of launch, Burger King significantly outperformed the market, with 8.7% sales growth compared to a -2.4% decline in the rest of the QSR category. The campaign also reached over 8 million impressions on UK VOD in March & April 2024.