We were so confident about our whole range of chicken products, we decided to take the ultimate sales gamble. Through an activation event, we removed everything else and left only chicken items on our menu. We called it the BK All Chicken Day, with the entire chicken range at an irresistible 1-for-1 price. Consumers were then able to choose a chicken item from the range and have a different item to try for free. The event was then communicated through press, radio, online and social media.

The event was a sales gamble – Beef products make up most of our daily sales and if we did not pull this off, sales figures would drop drastically. Eventually, the gamble paid off – We reached out to more than 32,000 people and while choosing the freebie to redeem, consumers were now well informed of the wide variety of chicken products Burger King provided, and have tried and liked what they ate. Sales of all chicken items increased by 270% on the day of the event. To top it off, overall sales also increased by 75%.