The idea was to debunk McDonald's claims of a grilled burger and show consumers that the McGrill was an inferior product. First, BK retaliated by stealing the competitor's hype with 'Make it Even Better with The King' and promoting the Tendergrill with a superior 'Flame Grilled. Not Fake Grilled'. proposition. We started off by taunting the competitor with a teaser web video and fuelled conversations by spoofing McDonald's McGrill micro-site. Through a series of educational videos, BK Chicken showed Fake Chicken what flame-grilling was all about in the BK kitchen. Lastly, we trumped the competition's offer with $1 Tendergrill Day.

Not only did customers understand BK Tendergrill Chicken was the more authentic and tastier flame-grilled burger compared to McDonald's Chicken McGrill, they expressed interest in trying the product and rallied behind it. #makeitevenbetter became a trending topic on Twitter and 'Burger King Singapore' became the No.1 hottest search in Singapore. On the day of the $1 Tendergrill event, all 36,429 BK Tendergrill Chicken burgers were sold out within a couple of hours. Compared to the same day in 2010, traffic rose by 45%. During the month of the campaign, sales of the BK Tendergrill Chicken increased 112% compared to the month before.