Burger King crowns a new Queen

3 years ago

(marketingmagazine.com.my)– By: Malati Siniah

In conjunction with last Wednesday’s International Women’s Day (IWD) celebration Burger King together with Y&R Shanghai launched a ‘Burger Queen’ campaign to surprise the fast food chain’s female customers.

A few days before IWD a teaser of the campaign first kicked off across China’s key social media platforms and drew up to 60 million views. Prompted by the question, ‘Can you be our Burger Queen?’, most female interviewees, despite their various differences, doubted or questioned their worthiness of such a regal title.

As a follow up to the interviews, viewers were then taken inside a Burger King restaurant where female customers were given a special burger box. Upon opening the box these women faced a mirror topped with a crown and the message ‘Every one of you is our Burger Queen.’

The campaign was led by Malaysian-born creatives Ong Kien Hoe, Executive Creative Director and Annie Boo, Managing Director of Y&R Shanghai.

Frank Wang, Chief Marketing Officer of Burger King China said, “We are very excited about this Women’s Day special, ladies represent a big part of our business and we want to lend this occasion to show them that Burger King isn’t just about the ‘King’. Y&R as our brand partner has been incredibly persistent, sharing creative solutions with us that are at the same time very real, which is what we are about as a brand. We are very proud and happy with this work.”

Selected outlets have been rebranded for the occasion, where special surprise burger boxes are available for International Women’s Day only, 8 March 2017.

Creative Credits:

Chief Marketing Officer – Frank Wang
Marketing Director – Kate Ho
Marketing Manager – Lynn Zhang

Executive Creative Director – Ong Kien Hoe
Managing Director – Annie Boo
Creative Director – Yangwei
Associate Creative Director – Ken Wong
opywriter – Trinity Ni
Art Director – Cora Yang, Shayne Xiao, Dean Yu, Luna Ding
Account Management – Denise Chen, Rebecca Liu, Leon Zhao
Strategic Planner – Vidia Wang



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