The fast-food chain has launched “The opportunity you haven’t been waiting for”, a nationwide search for the first person to try the new Crispy Chicken Burger. Playing with the apparently poor perception of the chicken options in Burger King, the contest will pay the (un)lucky winner £20,000 for trying the product.
To enter, consumers have to post a video of themselves eating, and giving a review of, an imaginary Crispy Chicken burger, with the hashtag #20Kfirstbite.
On top of the cash prize, the winner will also appear in the first TV ad from BBH, which will launch on 3 October.
BBH was appointed to the fast food brand’s UK creative account earlier this year without a pitch.
The win sees the Publicis Groupe agency once again involved in the fast food sector, after KFC moved its creative account from BBH to Mother last year.
BBH was approached after a change of management at Burger King UK by private equity group Bridgepoint Capital, which acquired the franchise late last year.
Burger King’s UK chief executive, Alasdair Murdoch, who features in its campaign, and marketing director Katie Evans joined the business in February. Murdoch himself announces the search in a video and post on LinkedIn.
Evans took over from Renato Rossi, who moved to Miami to lead marketing for the brand in North America.
Evans was previously marketing director at upmarket rival Gourmet Burger Kitchen.
The campaign was created by Fred Rodwell and Andy Parsons at BBH, and runs across online display, social, press and out of home.
Evans said: “We are delighted to have BBH on board. Their inspiring portfolio of work and experience in our sector gives us real confidence that they understand our brand challenge and how we need to engage and resonate to build brand growth in the UK.”
Ian Heartfield, chief creative officer at BBH added: “The chance to rebuild an iconic brand, one that’s famous for ground-breaking, disruptive work, is every agency’s dream brief. We’re pumped that Burger King have chosen us to help reinvent their entire customer journey, and bring the fight to the McOpposition.”
Earlier this year, Burger King appointed newly-launched digital agency Coolr to handle its social media agency, also without a pitch.