Project Overview

Millennials and teens longed for Chicken Fries, and begged Burger King to bring them back.

Project Commissioner

Burger King

Project Creator

Code and Theory

Project Brief

In order to get more teens and young millennials to Burger King, we needed to get them excited about the brand again, and give them a reason to go.

Our idea was simple: We would create a movement by bringing back a product that teens and young millennials have been crying out for, and give them all the credit.

Project Innovation/Need

We announced the return of Chicken Fries by planting a seed with our most vocal fans and letting them spread the news for us. Our narrative was all about how fan fanaticism drove Chicken Fries’ return. We partnered with sites that had both reach and content creation expertise such as Buzzfeed, The Onion, Maker Studios and Adult Swim, to create a plethora of funny short form videos and snackable content to tell that story at scale. We also tapped into the power of influencers by arranging Instagram endorsements with celebs like Keeping Up With Kardashians’ Scott Disick.

Design Challenge

We sent a “Snacktivist Party” care package to our most loyal super fans. This “Snacktivist” theme was brought to life through images, GIFs, Vines, videos and more, which we shared on Tumblr, Instagram, Twitter and Facebook. Our audience event imitated the imagery, developing and sharing their own original content across their own channels.

User Experience

Snapchat was key in getting the word out 5 days before launch. To further rally excitement, we announced the news with Tweets, Instagrams and Vines that acknowledged fan anticipation. Everything drove consumers to join in with the hashtag: #chickenfriesareback.