Quick Service, casual dining, mid-scale, white table cloth and other restaurants.
When Burger King launched the Impossible Whopper, we knew we were playing with fire. We had a plant-based sandwich that tastes like beef, but an audience that won't flex on taste. To flip the skeptics, we had to fool the experts with the biggest blind taste test. We switched the 100% flame-grill beef patties for 100% flame-grilled plant-based Impossible patties. With hidden cameras rolling, we waited to see if anyone would notice. They didn’t. For everyone else watching, we had a simple provocation: “Try it and don’t taste the difference.”
Brand: Burger King
Client: Restaurant Brands International
Agency: DAVID The Agency
The UK's Number 1 Chicken Shop
In 2018, KFC was the overlooked middle child in QSR. As the category fragmented, the brand had been losing market share to its cheaper competitors; we needed to win back penetration while defending a premium price.
Agency: Mother London
The Difference is Real: Chipotle's Radically Transparent Return
After recovering from a crisis, Chipotle needed to reclaim category leadership. So in a world craving honesty and action, they decided the only way to lead was to show they had nothing to hide. With a radically transparent anti-advertising campaign, Chipotle used every communication to prove how “The Difference Is Real,” from how they sourced ingredients to cooked them fresh every day, like no other national restaurant could honestly say. Consumer confidence rebounded, leading to four quarters of double-digit sales growth and doubling the stock price in a year.
Client: Chipotle Mexican Grill
Agency: Venables Bell & Partners