While the famous fast-food brand has recently returned to France, success is still there in English-speaking countries. Regulars from the chain go there for its “Whopper”, the brand's emblematic beef burger. But Burger King redoubles its ingenuity to push infidels to taste their new chicken burger: Open a temporary hotel to taste in all discretion. Just that.
Lies and betrayals in burger country
Not easy for a fast food brand to promote a new line of chicken burgers when the flagship product turns out to be a beef burger. Yet Burger King takes the gamble and unveils an astonishing concept to encourage customers to revel in the famous “Whopper”.
This takes place in New Zealand, in the city of Auckland where Burger King has created, in association with the agency ColensoBBDO, a “pop-up motel” in which customers have been able to taste these new chicken burgers. An operation organized via the Burger King NZ Facebook page, for which guests can share their photos of the stay using the hashtag #motelBK.
Indeed, Burger King is playing the infidelity card with this operation called “Cheat On Beef”. The cliché of the American motel works perfectly with these rooms whose hygiene products such as accessories, soaps are produced by the fast food restaurant. The only notable difference: No beds in the bedrooms, but a table to enjoy your meal.