Posted on by Nathalie Tay
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Kingdom Digital Fires Up Burger King’s Latest Angus Burger Launch
30 May
Kingdom Digital has been appointed as creative agency for Burger King’s premium limited time offering: the Angus Black Pepper Burger menu. The fast-food giant has rolled out this premium range nationwide, entrusting Kingdom Digital to bring the campaign to life from the ground up.
From strategic planning and key creative development to production, everything was executed entirely in-house—culminating in a full-funnel rollout across both digital and physical touchpoints.
The campaign highlights Burger King Malaysia’s 100% Angus beef patty as a premium upgrade from the usual fare— crafted to satisfy an increasingly discerning customer base. Unlike regular patties, the Angus patty is made using higher-grade beef for a richer, more indulgent flavour.
The main video teases this elevated taste experience while creating urgency around its limited-time availability, positioning it as a bold, must-try addition to the Burger King menu.
Crafted Differently, Created Distinctively
“Burger King has always been a brand that’s unafraid to take bold creative risks—and this campaign is no exception,” said Embren Batrisyia, Senior Digital Content Writer at Kingdom Digital.
“We wanted to elevate the Angus range with a premium yet playful tone that resonates with Burger King’s audience, while also showcasing our end-to-end creative capabilities,” added Yee Sook Yan, Senior Digital Art Director at Kingdom Digital.
When asked about the agency’s appointment, Leong Huey Ying, Head of Marketing at Burger King Malaysia, shared: “Partnering with Kingdom Digital for the Angus Black Pepper Burger campaign was a natural decision, given their proven expertise in digital performance and deep understanding of the F&B landscape. Their strategic thinking and creative strength brought our premium limited-time offering to life in a way that truly resonated with our audience.”
What’s Next for Burger King Malaysia?
With this launch, Burger King continues its mission to serve flavour-forward products tailored for local palates. The brand also hinted at more upcoming innovations, including flavour localisation efforts designed specifically for Malaysian consumers.
Burger King Malaysia is targeting a stronger digital footprint this year, aiming to boost brand engagement through creative, culturally relevant storytelling. This campaign with Kingdom Digital marks a step forward in that journey—showcasing how the right creative partner can amplify both flavour and footprint.
The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.
This is the only event where Live Presentations meets Live Judging.
Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!
Campaign entries must have run between June 2024 to May 2025
