M&C SAATCHI ABU DHABI

Client: Burger King
Product: Plant-Based Range
Title: As Good As The Original
Media: Online Film and Cinema
Country: Kuwait
Date Of Campaign: 02/03/2022

Background: Kuwait, a market where meat is king, started witnessing a change of behaviour as the youth embraced plant-based lifestyles. Many brands began acting on it, but few were able to stand the test of time and meat lovers'' cynical judgment about taste.And they were right to judge. Plant-based burger options were notoriously disappointing and often failed to hit the same spot as their meat equivalents, leaving a traditionally meat-dominated region with no options for the growing number of flexitarian consumers.As a brand opportunity, Burger King has been known for its "Taste is king" since 1954, and the task in launching its Plant-Based Range was to get all meat lovers on our side first by addressing their biggest barrier when it comes to veggie meat: the compromise of taste.To meet growing demand with confidence in our taste, we launched a full range of three new plant-based products instead of one. And, as it was important to communicate this huge advantage in an ownable way to a challenger brand, we decided to challenge the conventional communication across the category by introducing our campaign concept: ''As Good As The Original.''

Idea: To get to the Kuwaiti''s hearts and stomachs, we went for the killer entertaining combo (based on statistics of course): Comedy, drama and football.Through an unusual but clever mockumentary, we introduced the story of Cristiano Ronaldo''s doppelganger, a naïve but overconfident guy who thinks he is as good as his famous lookalike. This film allowed us to build a story where only at the end, we reveal our message: ''Some things just aren’t as good as the original, Burger King’s new Plant Based Whopper is.'' Creating a fun and unexpected comparison between our character and the product.

Results: 211,456 views in a country of 4.2 million people. We launched the campaign and the film on the 4th of march.