Restaurant: Burger King
There’s a new king and it’s you.
The Stakes
After years of investment across food, service, and restaurants, Burger King had a story to tell but a credibility gap to close. People had moved on, assuming nothing would improve. The business needed to earn a second chance.
The Friction
People were frustrated, but not surprised. Expectations had dropped so low that bad experiences felt normal, and feedback felt pointless. Even when people spoke up, they didn’t believe brands would actually change.
The Shift
Burger King stopped talking about improvement and made listening the idea, turning real complaints into visible fixes across food, service, and restaurants.
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: listen, act, show. And for the first time, people didn’t just see change. They felt part of it.
The Lift
- 30K+ Number of real calls/texts the Burger King President Tom Curtis received with guests’ sharing their biggest complaints and wildest desires, rooting for BK to get better.
- 4.5MM Additional people who engaged via social
- 7.2B Total number of earned impressions across the campaign to date
“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