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AUCKLAND, Today: Ponsonby indie Pitchblack has created a new campaign, invoking nostalgia for for Burger King’s “much-loved” BK Chicken.

Pitchblack founder/principal partner Josh Moore said: “#uncutBKchicken has sparked a new direction, with the brand acknowledging it hasn’t been cutting it – the BK Chicken that is.

“Burger King fans have spoken, calling out the brand for no longer cutting the much-loved burger in half – something the brand used to do, but seems to have dropped the ball.


“The new campaign is a phased rollout which kicked off with an influencer partnership with Johnny Tuivasa-Sheck.”

#uncutBKchicken is a phased rollout which kicked off with an influencer partnership with Johnny Tuivasa-Sheck, where the Instagram funny-man called Burger King out for not cutting his beloved BK Chicken.

“Burger King then used their social channels to respond, and launch an investigation which sparked a cut vs. uncut debate, driving fan engagement through Instagram polls.

“The social activity was followed by an integrated campaign featuring TV, billboards, street posters and online. The campaign prompted keen fans to spot hidden uncut BK Chicken burgers across the platforms, in return for a free cut BK Chicken.”


CREDITS

Creative agency: Pitchblack
Production Company: Jetblack
Media: MBM


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