Burger King has launched a new campaign that takes a hilarious and retro approach to celebrate their Chicken Royale burger over their iconic Whopper. The campaign pokes fun at the chain’s historically Whopper-heavy advertising strategy and celebrates the enduring popularity of the Chicken Royale. In a world dominated by Whopper advertising, the Chicken Royale shines as a fan favorite, capturing the hearts and taste buds of loyal customers despite its limited promotion. Let’s get to know more about the campaign.
‘We Give Up’: Embracing the Chicken Royale’s Supremacy
The campaign, developed by London agency BBH features the strapline ‘We Give Up’ which reflects the supremacy of the Chicken Royale. For decades, Burger King has spent millions advertising the Whopper, only to see diners choose Chicken Royale time after time. The campaign playfully acknowledges the millions spent on promoting the Whopper over the years, only to witness customers consistently choosing the Chicken Royale instead. BBH London’s deputy executive creative director and partner, Felipe Serradourada Guimaraes, captures the essence of the campaign by stating “The King’s crown jewel has been replaced. Sorry, Whopper.“
A Nostalgic Celebration of Chicken Royale
The campaign’s minute-long spot, aptly titled ‘We Give Up’ takes viewers on a nostalgic journey through the decades, showcasing various Whopper-focused marketing efforts. It begins in the 1960s, with a man watching a Whopper commercial, and then traverses through time, highlighting flyers plastered on walls, a blimp, a woman rocking Whopper-shaped headphones while listening to a cassette player, bus station ads, and billboards. This whimsical trip down memory lane underscores the futility of trying to sway customers who have unwavering preferences. The strapline ‘We Give Up’ acknowledges that no amount of advertising can change some people’s preferences, as the Chicken Royale continues to be a fan favorite. The campaign will run across TV, out-of-home, social media, press, and print for the next 10 months.
A Self-Aware Campaign
According to Burger King’s brand and communications director, Soco Núñez de Cela, “The campaign is a self-aware idea that reminisces on the Whopper through the years while reminding guests that, while Burger King may be the home of the Whopper, it is also home to the most loved chicken burger in the UK, the Chicken Royale.“
Final Thoughts
Burger King’s retro campaign is a refreshing departure from its typical advertising approach, shining a spotlight on the beloved Chicken Royale while humorously acknowledging the Whopper’s status as the chain’s signature burger. With a playful tone and clever execution, the campaign showcases Burger King’s willingness to embrace customer preferences and celebrate the Chicken Royale as a fan favorite. So, the next time you visit Burger King, remember that while they may be the ‘home of the Whopper,’ they’re also home to the much-loved Chicken Royale.
