Burger King has today (7 June) unveiled a hilariously retro new spot that celebrates Burger King’s iconic Chicken Royale by poking fun at its historically ‘Whopper-heavy’ advertising strategy.
Devised by London agency BBH, the spot reflects the enigmatically enduring popularity of the Chicken Royale despite receiving very little tangible promotion by the fast food restaurant chain.
Epitomised by the strapline “We Give Up”, the campaign resigns itself to the Chicken Royale’s supremacy, lamenting the millions that Burger King has spent on advertising the Whopper across the past several decades only for diners to select the Royale time and time again.
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“The King’s crown jewel has been replaced. Sorry Whopper,” BBH London deputy executive creative director and partner, Felipe Serradourada Guimaraes said.
Running across TV, out-of-home, social media, press and print, the campaign will be active for the next 10 months.
Burger King brand and communications director, Soco Núñez de Cela added: “At Burger King, we’ve heroed our iconic Whopper for decades. This year, we wanted to flip the status quo and celebrate a fan favourite, the Chicken Royale instead.
“This simple but self aware idea reminisces on Whopper through the years while reminding guests that, whilst we may be The Home of the Whopper, we are also home to the most loved chicken burger in the UK, The Chicken Royale.”
