Colenso has helped Burger King launch a new summer campaign that aims to turn the nation’s BBQs into Backyard Burger Kings – and prove real burgers are cooked over real flames.
Over the next four months, 50 Backyard Burger Kings will open around the country. Each kit is a Burger King restaurant in a box, complete with ingredients to make 16 Whoppers, plus customised cooking utensils, hat, apron, matches and even a lit-up Burger King road sign.
“Everything you need to turn your home into the Home of the Whopper,” says Colenso ECD Steve Cochran.
Backyard Burger King kits are being given away through a TV, digital, in-store and social campaign with potential candidates being directed to apply at backyardbk.co.nz.
“Already, the response has been overwhelming,” Cochrane says. “Application numbers exceeding the entire campaign’s targets in just over four days. To date more than 11,500 entries have been received.
“Burger King’s been using flames to cook Whoppers since 1957. Despite almost 60 years of cooking this way, many people don’t know or don’t believe their burgers are still made over real flames. Backyard Burger King is an engaging way to help reassure them they are.”
BK marketing manager James Woodbridge said: “We are thrilled with the response to the campaign to date and to have this many entries just shows how many Burger King fans are keen to experience the flame-grilled taste for themselves.
“We’ve always had an active and engaged group of social followers so we can’t wait to see what they share from their own personal Backyard B’s.”
Fans can open their own Backyard Burger King by heading to backyardbk.co.nz. Says Cochrane: “You supply the flames; they’ll supply the food.”
Agency: Colenso BBDO
Creative Chairman: Nick Worthington
Executive Creative Director: Steve Cochran
Senior Art Director: Brett Colliver
Senior Copywriter: Simon Vicars
Designer: Brent Courtney
Group Business Director: Ahmad Salim
Business Director: Abbi Barker
Account Manager: Taylor Holland / Helen Darwin
Production Director: Tim Freeman
Agency TV Producer: Jen Storey
Producer: Scott Chapman
Planner: Neville Doyle
PR & Activation: Nick Harvey
PR & Activation: Kate Boekhorst
PR & Activation: Paul Gunn
Client: GM of Marketing James Woodbridge, Marketing Manager Chet Patel
Executive Digital Producer: Dov Tombs
Digital Designer: Tom Addison
Digital Developer: David Arcus
Photographer: Steven Boniface
Retoucher: Reks Koks
Designer: Brent Courtney
Production Company: Sprout TV Auckland
Producer: Peter Clews
Director: Andy Morton
Cinematographer: Andrew Stroud
Media Agency: Y&R
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