Burger King is making its presence felt. On April 10, the United Kingdom celebrated "Siblings Day," and the fast-food brand has remembered older siblings by launching a campaign called "Long live the King," whichdeals with what many people experience: the dethroning of the king.
This phenomenon occurs when the older sibling is dethroned in favor of the younger one. Javier Pejito, global director of communications and strategy at Burger King, says that this campaign in the United Kingdom manages to convey "the unique experience we want to create at Burger King every time someone walks into one of our restaurants." They want to make everyone feel like royalty.
Regardless of age or gender, they want to make people feel like royalty, especially if life has dealt them a difficult hand that day, such as being dethroned.
This campaign aims to connect with families, make siblings happy, and remind them that there is a place where they will always be king: the kingdom of Burger King.
Burger King seeks to appeal to emotions and connect in this way.
The campaign exudes pure emotion, showing the trials and tribulations of the dethroned older siblings who have been upstaged by their younger brothers and sisters.
"That's life: some siblings have been dethroned, others have dethroned others, and some have even experienced both situations. Thisinsightallowed us to position Burger King within the family territory, while maintaining a very Burger King tone. From 'rogue' humor, through the perspective of children, but addressing parents. A universal truth told with authenticity that highlights one of the brand's most iconic phrases: 'Here, you are the King,'" says Óscar Amodia, executive creative director.
There is a video being shown on digital screens, official brand media, and outdoors, demonstrating that absolutely no one has been forgotten.
(“There is a place where you will always be king”)
The campaign ad, created by VML Spain, shows videos of real families posted on the internet and social media to reflect an unfiltered reality. The result: an audiovisual piece that includes a compilation of diverse and surprising reactions to the arrival of a new little brother, culminating in the enjoyment that every older sibling can find at Burger King, where they will always be king.
Here is the video of the commercial:
With this new commercial, Burger King connects with users in a very natural way, since it is a situation that all of us who have siblings have experienced. What better way to make it visible than in a fun and productive way for the user?
In addition to this, the material used by Burger King to make the commercial was constructed from existing videos of real families, published on the internet and social media, with the intention of maintaining an organic approach that reflects a raw, unfiltered family reality.
With this wonderful approach to the subject, the result is an audiovisual piece that includes a compendium of diverse and surprising reactions to the arrival of a new little brother, culminating in the enjoyment that every older sibling can find at Burger King, where they will always be king.
Along with this material, they have also produced several outdoor and press pieces, featuring humorous family portraits.
In addition, it comes with a promotional offer that encourages people to visit Burger King with their younger siblings to celebrate their sibling bond by enjoying a King Jr. menu for one pound.
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