Burger King caters for messy eaters with camouflaged ‘Fall Collection’

Coinciding with the launch of its gastronomic ‘Gourmet Kings’ range of luxury burgers, the timely garments proudly depict a riot of tomatoes, salad, sauce and bacon that looks good enough to eat.

Felipe Guimaraes, creative director at BBH, said: “We wanted to do something for Burger King that would fit in its culture, in a tone only they could. Creating a limited-edition silk shirt that hides the inevitable spillages of their latest burgers seemed like the perfect way. Not only was the idea a bit bonkers, treating it with the same level of craft and tone of a high-fashion brand made the project the gem that it is today.”

100 limited-edition shirts have been produced for the campaign, which will be handed out in a prize draw for anyone purchasing either The Argentinian or The Steakhouse burger via the Burger King UK app.

To raise awareness of the new dress code, Burger King is running a TV ad and out-of-home (OOH) promotions, also devised by BBH, alongside a social presence overseen by Coolr and PR from Frank.

Burger King’s tongue-in-cheek British campaign contrasts with the fast food chain showing its serious side in France, where it is campaigning to end the online bullying of 11-year-olds under a bizarre #anti2010 banner.