By Amy Houston | Senior Reporter

June 7, 2023 | 3 min read

The tongue-in-cheek spot is in response to the Chicken Royale consistently being one of the restaurant’s best-selling burgers.

Burger King might be the ‘Home of the Whopper’ but in the chain’s latest ad campaign, it’s a little fed up trying to sell it to people that will always favor its chicken option.

In ‘We Give Up,’ viewers see a young man travel through different eras, from the 60s to the present day. Each time he is bombarded by Whopper ads. Nevertheless, when it comes to placing his order, he asks for a Chicken Royale.

Soco Núñez de Cela, brand and communications director at Burger King, said: “At Burger King, we’ve heroed our iconic Whopper for decades. This year, we wanted to flip the status quo and celebrate a fan favorite, the Chicken Royale instead.

“This simple but self-aware idea reminisces on Whopper through the years while reminding guests that, while we may be the Home of the Whopper, we are also home to the most-loved chicken burger in the UK, the Chicken Royale.”

The campaign will run in the UK on TB, out-of-home, social press and print over the next 10 months. The brand is also introducing the first-ever ‘Chicken Royale Day’, a last-minute replacement for the regularly scheduled Whopper Day.

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Campaign title: We Give Up - Chicken Royale

Brand and communications director: Soco Núñez De Cela

Chief marketing officer: Katie Evans

Senior brand manager: Suzi Hoy

Advertising agency: BBH

Chief creative officer: Alex Grieve

Executive creative director: Helen Rhodes

Deputy executive creative director: Felipe Guimaraes

Copywriter: Oliver Short

Art director: Jennifer Ashton

Designer: James Parkinson & Josh Bailey

Planner: Saskia Jones

Planner: Laura Casado Cisa

Business lead: James Rice

Account director: Laura Huber

Account manager: Zimini Fongho

Agency film producer: Victoria Doran

Agency assistant film producer: Rebecca Ellis

Agency print producer: Lauren Daniels

Agency print assistant producer: Micah Waring

Media planner: Iprospect

Production company: Riff Raff

Production company: Riff Raff Films

Film director: The Sacred Egg

Dop: Benjamin Todd

Exec producer: Jane Tredget

Producer: Kate Brady

Editor: Sam Bould

Editors: Final Cut Edit

Post-production company: The Mill

Post-production producer: Louise Unwin, Saskia Delius

2d lead artist: Carl Norton

3d lead artist: Andy Steele

Grade: The Mill

Colorist: Philip Hambi

Sound studio: String And Tins

Sound engineer: Adam Smyth

Music composer: The Infinity Orchestra

Music supervisor: Jacob Wheeler

Music company: Major Tom

Photographer: Lou Escobar

Print production company: Canada

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