Burger King: Ch’King of Pride

The Situation: In spring of 2021 Burger King launched its new chicken sandwich, the Ch’King, right into the Chicken Wars. BK wanted to do something big to make their new Ch’King stand out, but they wanted to avoid the Chicken War pettiness.

The Insight: In the midst of BK launching their new Ch’King, the leader in chicken sandwiches, Chick-fil-a, was trending for their hurtful history of donations to anti-LGBTQ+ organizations. Burger King being a brand that has withheld a long reputation of welcoming all could show the world that Chick-fil-a was very wrong.

The Strategy / Brief: Utilize BK’s have it “Your Way” promise to show the world that unlike Chick-fil-a, BK’s new Ch’King is for everyone and anyone, no matter who you are or what you believe in.

The Idea: With one tweet, we hijacked the conversation, called out Chick-fil-a and announced that during Pride, every Ch’King sold would support the Human Rights Campaign. The tweet read: “the #ChKing says LGBTQ+ rights! during #pride month (even on Sundays 👀) your chicken sandwich craving can do good! we are making a donation* to @HRC for every Ch’King sold 🏳️‍🌈”

The Results: Calling out Chick-fil-a for being wrong and letting the world know BK’s new Ch’King was for everyone worked. With one tweet we increased conversation about the Ch’King by 345%, earned 1.5 Billion media impressions and increased Ch’King sales by 79%.

Awards: 2022 Effies: 3x Shortlist

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Agency: MullenLowe

Role: Group Strategy Director

Year: 2021