Posted on by Raihan Hadi
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Road to APPIES APAC 2022: Pitchblack Partners score Gold Effie with Rebel Rebel, How Could They know?
15 Oct
Pitchblack Partners of New Zealand won Gold at the APAC Effies 2021 for their stunning meatless burger campaign for Burger King NZ, aptly named “Rebel Rebel, How Could They Know?”.
The campaign was first launched in early 2020 when Burger King came up with their first plant-based burger that tastes exactly like beef.
To make things fun, Pitchblack Partners created the campaign along with an advertisement featuring the “beef-expert” residents from a town called Bulls in the North Island of New Zealand trying out the burger without knowing that it was plant-based.
Upon finding out that there is no beef used in the Rebel Whopper, the residents of Bulls are seen in utter shock as they continue to finish their burgers.
Check out the spot below:
After the success of their meatless Rebel Whopper, which saw 87 percent above sales forecast in the first six weeks of launching, it was decided that Burger King should have a plant based chicken burger also on the menu.
“Over the last few years, we have seen a growing demand for plant-based products. And innovation is core to Burger King, so we wanted to provide our guests with an option that meets that demand, while maintaining the same delicious taste they expect from Burger King,” said Andrea Spearman, Burger King head of marketing.
“We love the way Pitchblack Partners have tapped into the taste cues of these products, and brought them to life via highly-relevant, influencer-style content, that gave us a chuckle.”
The campaign has been released across TV, social, pre-roll, digital OOH, sampling and influencer partnerships.
APPIES Asia Pacific 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.
Despite hosting this event virtually due to the ongoing battle against COVID-19, this is the only event in the region where Live Presentations meets Live Judging.
Similar to TED Talks, APPIES is the chance for great presenters with outstanding work to show it off to some of the region’s most important industry leaders.
This year’s winners will receive Gold, Silver or Bronze trophies for 10 categories, and 7 special Best of Best categories (red trophies) that require no submissions!
