Burger King

There’s a new king and it’s you.

CreativeStrategy

The Stakes

After years of investment across food, service, and restaurants, Burger King had a story to tell but a credibility gap to close. Expectations had dropped so low that bad experiences felt normal and feedback felt pointless. People had moved on, assuming nothing had changed, and the brand needed to earn a second chance.

The Unruly Idea

Burger King stopped talking about improvement and made listening the idea, turning real complaints into visible fixes. A :90 manifesto debuted during the Academy Awards, launching a campaign designed to prove change in real time. Using docu-style storytelling across TV, social, digital, and in-store, the brand showed the work as it happened: unpolished, human, and ongoing. It created a loop of listen, act, show. And for the first time, people didn’t just see change. They felt part of it.

The Uncontained Impact

30K ⁺real calls and texts received by Burger King President Tom Curtis from guests sharing their biggest complaints and wildest desires, rooting for BK to get better

4.5MM additional people engaged via social

7.2B total earned impressions across the campaign to date

⁺ 5.8 ^%growth in U.S. sales

^# 1 In QSR traffic growth for four straight weeks in a category where almost every other major competitor is losing visits

500 ⁺Burger King restaurants that set weekly sales records in March

“This campaign represents much more than a new ad - it reflects the transformation Burger King has been driving over the past five years. The most important part of that journey has been truly listening to our guests and the millions of people rooting for this brand. So it felt only right to officially hand them the crown. ”

— Joel Yashinsky, CMO, Burger King US & Canada