Long Live the King

The power of a universal insight to connect Burger King to real families.

Office: Spain

Client: Burger King

The power of a simple, relatable truth: when only children meet their younger siblings for the first time and realize they’ll need to share their parents’ attention is a striking moment for many; a true disappointment.

That was BK's opportunity: a compilation of home videos showcasing naturally dramatic reactions and a reminder that at Burger King they will always be kings.
The universal truth, told with authenticity and through kids' perspective, allowed Burger King to successfully connect with families with its distinctive brand saucy humor and personality.

This campaign manages to convey the unique experience we want to create in Burger King every time a person enters one of our premises. Our goal is to make everyone feel that they are always treated like a King (or a queen). Even more so on days when life gives you trouble like, for example, being dethroned.

Javier Pejito Global Director of Communication & Strategy at Burger King

Despite being an iconic brand, Burger King wasn't succesfully engaging families yet. Being the fastest growing consumer group in the fast-food category, their loyalty was key. Therefore, the challenge was to create a meaningful, relevant campaign proving that Burger King is a brand for families like yours.

The inspiration came from a real parenthood trend currently on social media: parents sharing their real parenthood drills. And the campaign focused on a specific partenthood challenge: the moment when children realize they are not an only child anymore.

The campaign focuses on the universal insight that when a younger brother is born, the elder child feels dethroned. A humorous moment due to the unfiltered reactions of kids captured on the campaign spot through the use of home videos of real families. Burger King addresses that frustration and jealousy of the older brothers by giving them back their crown and reminding them that at Burger King they will always be kings.

We achieved a +36% increase in incidence for kids meals vs previous period, more tan 227M impressions in two weeks and sparked conversations on social media, drawing participation from all over the country.