Burger King: Turning Their Tweets Against Them

The Situation: Burger King was about to introduce a new product that already had a cult following; Spicy Chicken Nuggets. Burger King challenged us to make consumers realize that Burger King was now the only fast-food restaurant they could get delicious spicy nuggets.

The Insight: When people talked or tweeted about spicy nuggets, all the internet conversation was about the same thing: Wendy’s no longer having them and consumers asking them to bring them back.

The Strategy / Brief: Use the all the internet conversation about Wendy’s not having spicy nuggets to make people realize that Burger King does.

The Idea: Turning their tweets against them - using people tweeting about Wendy’s not having spicy nuggets, to promote Burger King having them.

The Results: The tweets grabbed people's attention and made them realize that Burger King had the spicy nuggets they’ve been missing. So much so that 3 months of spicy nugget inventory sold out in just 4 weeks.

Awards: 2018 Cannes Lions: 7x Shortlists • 2018 Effies: Bronze •  2018 D&AD: Graphite Pencil • Andy’s: Gold • Webby Winner: Real-Time Response

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Agency: MullenLowe

Role: Strategy Director

Year: 2017