As a follow-up to the successful Subservient Chicken campaign, Burger King featured two new chicken characters - the golden bird TC and the ferocious Spicy, in the first-ever Chicken Sandwich World Championship.

The Tendercrisp™ chicken sandwich was a new, premium build, with an indulgent edge - but it was stacked-up against similar fried chicken sandwiches from competitors, and needed a unique strategy. Instead of making competitive claims against chicken sandwiches from other fast food restaurants, BK decided to proclaim that Tendercrisp™ was the best - and that the sandwich could only compete against itself. Why waste your time competing with other inferior chicken sandwiches?

Although we did have a traditional TV media buy, that was just a start. Angusdiet.com was an online extension of Dr. Angus's philosophy. Here, people can send personalised advice from Dr. Angus to their friends in need. Next, we developed the Eating the Angus Diet book, which further promoted the Angus lifestyle and was sold online. We also developed non-traditional broadcast, such as 30-minute infomercials and a 1-866-EAT-ANGUS call-in number to reach our target in unexpected ways. The alternative methods were inexpensive yet effective ways to get consumers to interact with the brand while driving up awareness of the Angus.