Burger King is seeking to win over a majority of French fast food fans with the launch of its Democratic Burger, a €2 burger of the week chosen by a public vote from a range of eight best sellers.
Created by Buzzman to reflect the political turmoil in Europe, the populist campaign will see staples such as the Big King, Chicken Tendercrisp and Big Fish, go head-to-head in a play for public affections with the winner decided by voting via the Burger King app.
In a statement, the agency wrote: “ 2 September is a founder day for the French democracy. For the first time in brand history, Burger King France lets its customers decide which promotional product they want!
“Leaving that much choice to the French to decide, we haven’t seen that since De Gaulle!”
The integrated campaign will span TV, web and print through to 6 October.
The novel approach follows a weather-related sales pitch in Kuwait which saw the price of a burger lowered in correspondence with the outside air temperature.