Burger King has pranked foodies with its latest campaign, which saw the fast-food chain posing as new burger brand ‘Gourmet Kings’ on Deliveroo.
The stunt involved Burger King posing as a premium fusion soon-to-launch burger brand, testing unsuspecting customers with its new Smoky Chimchurri burgers as part of a Deliveroo-hosted secret focus group.
Led by comedian Laura Smyth, the panel praised the ‘fresh’ ingredients, complimenting the burger’s quality, spices and taste, claiming it had elevated them to “high-end restaurant standard”, with one saying the chicken burger was the “best” they’d ever had.
Upon revealing that the premium burger was actually from Burger King, the participants appeared amazed that the food they identified as gourmet was actually from a well-known fast-food chain.
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The campaign comes in the wake of a Burger King survey which found that half (49%) of Brits in the UK didn’t believe they could get a gourmet burger from a fast-food restaurant.
In addition, one in two (51%) also felt that they would struggle to get a gourmet burger at an affordable price with another 72% claiming they’d need to spend a considerable amount of money to get a quality meal.
A further 61% even agreed that there is no point in trying to get a premium meal out or take-away if they are on a budget.
The Burger King team commented: ‘It’s a common misconception that gourmet food is out of reach, so we wanted to prove once and for all that our guests can enjoy a premium quality burger for great value with our new Smoky Chimichurri burger’
The campaign follows in the wake of Burger King’s latest creative, which took consumers on a hilariously nostalgic journey of the ‘Whopper-heavy’ burger’s advertising strategy.
