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Burger King Plant-Base Range: Doppelganger

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Kuwait, a market where meat is king, started witnessing a change of behaviour as the youth embraced plant-based lifestyles. Many brands began acting on it, but few were able to stand the test of time and meat lovers' cynical judgement about taste. And they were right to judge. Plant-based meat options were notoriously disappointing and often failed to hit the same spot as their meat equivalents, leaving a traditionally meat-dominated region with no options for the growing number of flexitarian consumers. Burger King was launching their Plant-Base Range, a full menu of three different products, and the market didn't seem ready for it. So how could M&C Saatchi launch the range in an exciting but authentic way for the consumer? As a brand opportunity, Burger King has been known for its ‘Taste is king’ since 1954. Hence, the actual task in launching the Plant-Based Range was to get all meat lovers on our side first by addressing their biggest barrier when it comes to veggie meat: the compromise of taste. M&C Saatchi decided to challenge the conventional communication across the category by introducing our campaign concept: 'As Good As The Original.

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