We developed a plan to launch a premium burger line in Korea's competitive hamburger market. This was because indie burger brands were growing rapidly, while consumers undervalued Burger King due to its franchise status. Despite this, Burger King was equally confident in creating high-quality hamburgers as indie burger brands. To introduce our new product, Originals Pepper Jack, we created a fake indie burger brand to conceal Burger King's identity.

Korea is currently home to numerous global burger brands, leading to it being referred to as the ‘battleground for Premium Burgers.' Meanwhile, competition among Korean indie burger brands is also increasing as they gain popularity. Despite the high price of indie burgers, Korean consumers appreciate the premium taste and experience, and have a high affinity for new brands.

In order to successfully launch "Originals Pepper Jack," a premium burger that is superior to even the indie burger brand, we have planned the 'I AM NOT KING' campaign. This campaign is designed to evaluate the taste of our burger objectively by using the indie burger brand as our competitor rather than the existing franchise. It's a kind of blind test where Burger King's identity is hidden, allowing us to receive unbiased feedback and recognition from consumers.

Burger King, the pioneer of flame-grilled patties, stands as the true essence of American burger culture. As the original burger chain, we're proud to uphold our tradition of grilling patties the American way—it's the core of our business.

In Korea's booming hamburger market, valued at 3.7 billion, indie burger brands are gaining traction, constituting 10% of the market.

Yet, Burger King remains undervalued, perceived merely as a franchise brand, overlooking its prowess in delivering high-quality burgers.

To bridge the gap and challenge perceptions, Burger King Korea launched a bold campaign. We hid Burger King's identity, creating a fake brand called "I AM NOT KING," seemingly mocking our legacy. Through an active social media presence, OOH displays, and a faux store in the heart of indie burger culture, we aimed to blur the lines between authenticity and imitation. This innovative approach paved the way for the debut of our premium offering, "Originals Pepper Jack," under the guise of the Fake Indie Burger.

Celebrating our heritage, this campaign positions Burger King as the true king of the flames and the epitome of authentic American taste.

Korean consumers in search of 'tasty restaurants' use social media to find and share information. They are fond of trying out new foods and brands. Burger King, recognizing this trend, decided to use it to promote its new product.

To conceal all traces of Burger King, we created a new brand called 'I AM NOT KING,' and promoted it on social media. We even opened a temporary offline store, inviting customers to taste the product. To add to the surprise factor when customers eventually discovered that 'I AM NOT KING' was actually Burger King, we strategically hid various clues throughout the store. These clues included brand introductions on the menu, the Wi-Fi password, and the underside of the serving dishes.

A month prior to the launch of a new product, a social media account was created for a brand called 'I AM NOT KING' to announce the launch. Consumers and famous influencers were invited to a tasting event at the offline store. In addition, there was a billboard, bus shelter, and guerilla poster campaign in areas with a high concentration of indie burger brands.

On the official launch date, the social media channel, billboards, bus shelter and guerilla posters were changed to 'I AM BURGER KING'. A film was also released on Burger King's official media channels and stores, revealing all the activities that had been carried out.

Consumers were surprised to discover the real identity of 'I AM NOT KING'. They expressed extreme surprise on social media after discovering the clues hidden in the store throughout the film.

*Total Campaign Views 8,730,000 (* 181%↑vs. expectation)

*Campaign Video Views 6,790,000 (* 141%↑vs. expectation)

*Total Likes 240,000+ / Total Comments 5,000+

*Initial stock sold out, additional sales in progress after ingredient restock

*520,000+ burgers sold within 1 month of launch (* 198%↑vs. expected target)

*Additional sales +231% vs. Week 1 target, vs. +209% vs. Week 2 target

*Convert from a limited-time menu to the regular menu

*Account 10% of Burger King Korea's sales during the sales period