AUCKLAND, Friday: With more Kiwis opting for drive-thru and delivery, Burger King faced a problem, skinny fries don’t travel well.
So they made new fries designed to stay hot and crispy, no matter how far they go. To launch them, they’ve turned DoorDash into a nationwide fry-delivery machine, dropping free fries with everything from sushi to flat whites.
Created by Pitchblack, the campaign reimagines sampling by hijacking the delivery system itself. For a limited time, Kiwis can add free BK Delivery Fries to any DoorDash order — even if it’s not from Burger King.
Whether you’re ordering sushi, nappies, or a Big Mac, DoorDash pops up with the classic “Want fries with that?”
“DoorDash’s DoubleDash feature was designed to make multi-stop deliveries effortless.” – Rhian Bedford-Palmer, NZ Marketing Manager at DoorDash
“We’ve all had great burgers ruined by sad, soggy fries,” says Leann Smith, Head of Marketing at Burger King New Zealand. “So we fixed the fries and found a disruptive, playfully-smart way to get New Zealanders to try them.”
“DoorDash’s DoubleDash feature was designed to make multi-stop deliveries effortless,” says Rhian Bedford-Palmer, NZ Marketing Manager at DoorDash. “This is the first time a brand has used it this way, and honestly, it’s a bit genius. Who wouldn’t want free fries with their order?”
Says Tom Paine, Pitchblack ECD and Burger King Creative Lead, “We love ideas that blur the lines between utility and entertainment. It’s part media idea, part sampling hack, and part PSA for anyone needing free fries with their paracetamol this summer.”
The campaign rolls out across digital video, social, OOH, radio, and in-app — supported by a creator layer that slots BK Delivery Fries into relatable delivery moments.
CREDITS
Client: Burger King New Zealand
Agency: Pitchblack Partners
Delivery Partner: DoorDash
Production: Jetblack Productions
Media: MBM
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