ALL EYES AROUND THE FASHION WEEK

To connect with the fashion-obsessed Gen Z Kuwaitis we needed to bring a bit of cool back to the Burger King brand.

A FASHION COLLECTION MADE FOR BURGERS

We created a fashion collection - ‘Burger Kouture’- exclusively for burgers. Yes, absurd, and yes, we really did create clothes your favorite sandwich could wear.

BRINGING FIRE TO THE INDUSTRY

Fashion content has been using the same formula for years now, with brands taking the job too seriously, so to catch Gen Z’s attention we just did what we do best: setting things on fire.

KUWAIT: THE HOLLYWOOD OF THE GULF

Kuwait is renowned as being both one of the most socially progressive countries in the region and the most fashion-conscious. This cultural context fuels the constant desire for the youth to stay on top of the latest trends, whether that be the latest season’s collection or the latest Instagrammable cronut.

Situation

A burger chain falling out of cool, within a market and generation where cool means EVERYTHING.

NO ONE’S MAKING TIKTOKS ABOUT BURGER KING

Kuwait’s youth prefer the small independent burger chains who are promising some form of social currency, an organic menu, an elevated experience or even just a cooler name such as Hamburghini (we’re not kidding, look it up).

FORMULAIC PRODUCT LAUNCHES

The entire QSR (quick service restaurant) industry in Kuwait had fallen into a cycle of formulaic, offer-led product launches. Hero product shot, quirky name, price, CTA.

Brief

To relaunch the King’s Box bundle in a more interesting way that tapped into our audience passion-points rather than their wallets.

Objectives

Drive talkability about the brand.

Create hype around the relaunch of the King’s Box bundle and reignite brand love for Burger King among Gen Z youth.

A WORLD-FIRST FASHION COLLECTION FOR BURGERS

We created the first fashion collection designed for and inspired by burgers—a one-of-a-kind experience during fashion week that shifted the focus from your typical ultra-expensive fashion brand to our muses, the burgers. ‘Style your feast’ was the call to action, solving Gen Z’s dilemma of staying fashionable while enjoying their bundle meal.

EMPLOYING ABSURDISM FOR ATTENTION

The ‘Burger Kouture’ campaign is an ode to the absurdism of contemporary content consumption, challenging the QSR and fashion categories by adding an unexpected twist to the brand experience.

FASHION AS AN ENTRY POINT

We connected Burger King to the toughest crowd—Kuwait’s youth—in a relevant way by positioning a QSR brand as an elevated fashion experience. Tapping into the industry’s absurdism allowed us not to take ourselves too seriously, creating a breathing space in a saturated market.

GET

Young, Kuwaiti burger lovers who love the social currency attached to being the first to unearth new trends.

WHO

Are currently going to independent and instagrammable restaurants for their burger fix.

TO

Remind them that Burger King is a playful brand, not afraid to laugh at itself.

BY

Setting the fashion world on fire in a way only Burger King could.

LAUNCHING BURGER KOUTURE BY BURGER KING

In collaboration with a local fashion designer, we created the collection which consisted of four uniquely crafted pieces inspired by and tailored for the King’s Box bundle: the Whopper, the Mushroom & Swiss, the Plant-based Royal, and the Chicken Royal.

During Fashion Week we launched the ‘Burger Kouture’ brand, kicking off with a series of four films featuring an eccentric fashion designer and her unique sources of inspiration.

To amplify the experience, we gave early access to the collection for local fashion influencers, generating hype. Additionally, we hosted a Burger Kouture gala in one of our restaurants, where fashion critics shared their insights on the collection. The campaign ran across different platforms including social media, OOH, cinema and in-store.

All 84 stores had POS branding, including menu boards, packaging, digital screens and drive-thru.

Timeline: 18 April 2023 – 8 June 2023.

Across all our campaign assets we delivered:

6.2m video views

3.5m reach

116k engagements

5% increased engagement

Not bad for the uncool kid on the block, in a country of only 4.25m people.