There was an elephant in the room in Burger King’s sales. The Chicken Royale. The Nation’s favourite chicken sandwich is actually sold by the restaurant that is renowned for being the Home of the Whopper. We wanted to raise awareness of this and make virtue of the fact that Burger King is a lot more than just flame-grilled beef. However we needed to do this without denigrating the legacy of their signature burger; the Whopper.

We wanted to make sure this felt like a slightly surreal and to create somewhat a dystopian world where all you had was Whopper advertising, to really dramatised the lengths Burger King have gone over 65 years to get everyone to love the Whopper. The use of the fish eye lens and the overlapping typography was a way of making a hero of the anti hero of this story which is the Chicken Royals. A burger we haven’t really advertised, but for some people is the sole reason they come to Burger King. The slightly over saturated grade and strong flash was a way of adding to that hyper real world, to be able to shoot locations that felt reminiscing of reality but still dramatised to feel a bit surreal.

Despite being a campaign that was talking about both the Whopper and Chicken Royale, we saw a halo impact of the campaign across overall sales. Sales went up 7.2% year on year, against a backdrop of the rest of the category down more than 2%. Despite already high awareness, we also saw a 3% increase in awareness for the Whopper and 2% for the Chicken Royale. Most importantly we also managed to shift consideration for the nation’s most loved chicken sandwich that had been in the shadows, with an 8% uplift for the Chicken Royale, with consumption also up 4% from launch.