Kuwait, where meat is king, witnessed a behavioural change as their youth embraced plant-based lifestyles. Vegetarian alternatives were notoriously disappointing and often failed to match their meat equivalents, leaving a meat-dominated region with few options for the growing number of flexitarians.

The Brief: to launch Burger King’s plant-based range, a menu of three products, in an authentic way and as a brand promise since 1954 "Taste is King”, address the biggest barrier: the compromise on taste.

Main objectives were to acquire a new customer base, lead the plant-based narrative in Kuwait and intensify Burger King’s positive brand sentiment.

Business indicators:

· Increase overall sales mix by 4%

· Increase average daily orders per restaurant by 17 additional orders across 84 restaurants

Brand indicators:

· Sustain positive brand sentiment around the brand promise: “Taste is King”

· Increase brand engagement by 10% and attract a new customer segment on social media

Our priority for lookalikes was someone with a real attitude and enthusiasm for the role, more than how closely they resembled Cristiano Ronaldo. It was important for us that natural charisma came through in the acting.

We needed our hero to have the right looks, but also to understand the character and push the outcome of the film in a very positive way.

CR's doppelganger's name is Saki, he's a professional footballer, and sometimes impersonator. He's not an actor, and the result is beneficial: he comes across as a real person any of us could know, find funny and empathize with.

We opted for quirky supporting actors (mother, girlfriend, team-mates, friends) that have strong personalities and a memorable look. Interesting looking everyday heroes. The more normal and everyday our characters feel, by contrast, the funnier they appear in their role. This added to the comedic performance of the film.