In 2021, Burger King were releasing the Gourmet Kings - their juiciest, messiest burgers to date, jam-packed with real, premium ingredients. They needed a non-traditional idea to launch these limited-edition burgers that would get proper burger lovers dripping with excitement, and increase overall brand sales in the premium category.

To get customers dripping with excitement about the Gourmet Kings, and to save them from accidentally wearing the burger, we thought, what if they were wearing it in the first place? Introducing The Fall Collection. Exclusive shirts designed to hide spillages from the Gourmet Kings, because the camo pattern is composed of the same burger ingredients. Meaning any falling mess blends right in.

We wanted to highlight an unexpected sign of premiumness to a young audience who crave real experiences. Mess. The best burgers make a mess. Only fake is perfect. Drips, drops and dollops are a sign of a proper burger, made with real ingredients. Our approach was to flip a potential negative and own mess with style in a fame driving PR activation that felt relevant to our audience.

In order for customers to get their hands on the drippiest drip ever, aka the world’s first burger camouflage, they first had to pre-order the burger on the Burger King app. An exclusive run of 150 shirts were then sent to the lucky winners, so they could wear the sauciest shirt on the market while they ate the sauciest burger on the market.

To translate the burger’s messy premiumness to saucy item of clothing, we enlisted the help of famed Yeezy fashion designer, Katie Eary, so customers wearing it could literally drip with sophistication. The Fall Collection camo, featuring fresh rocket, oak smoked cheddar and 100% Angus beef, was printed onto unisex 100% silk collar shirts.

The ‘Fall Collection’ was released in a series of portraits on Burger King social channels and in an out-of-home poster campaign.

This non-traditional burger launch generated a 5% incremental sales increase in the premium category (Burger King Sales Data) and 1.1 billion impressions (Frank PR). Coverage includes a feature article on major pop culture publication, HYPEBEAST, and Europe-wide news coverage including Metro, OK Magazine, and 12 fashion publications. The exclusive shirts all sold out.