Burger King Builds an Integrated Campaign around the Power of a Guilty Secret

integrated brand campaign

The Power of a Guilty Secret
For 20 years, Burger King New Zealand has built their brand around The Whopper, it’s the  burger of choice for many Kiwis. So when Burger King NZ needed to ask them to put that love and loyalty to one side and try their new TenderCrisp Chicken Burgers, they were faced with a serious challenge. The answer was to create an excuse for people to cheat on their Whopper.

Enter Motel Burger King – a discreet location where people could cheat on beef and indulge in the guilty pleasure of chicken burgers.

Created by New Zealand agency; Colenso BBDO, this integrated brand campaign was first run a few years ago in the U.K. and United States. But with four days booked solid at the BK Hotel and hundreds of customers engaged, this is one big idea that has still got plenty of stick.

Dave Ansett
Creator of Brands
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