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Creative Fast Food Brand Strategy

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


By John Glenday, Reporter

October 21, 2021 | 3 min read

Burger King has modeled a new ‘Fall Collection’ designed to hide sloppy spillages with the noisiest attire this side of a Hawaiian shirt.

Burger King

100 limited-edition shirts have been produced for the campaign, which will be handed out in a prize draw

Crafted by fashion designer Kate Eary to resemble the sticky innards of a Whopper, the food brand is welcoming messy eaters with a promise that you won’t look out of place – no matter how much ketchup squirts down your digitally-printed silk top.

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.

Creative Fast Food Brand Strategy

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Burger King

Burger King is an American global chain of hamburger fast food restaurants. Headquartered in the unincorporated area of Miami-Dade County, Florida, the company was...

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