We created The Full Price Promo, an unconventional promotion to surprise consumers and demonstrate that the new Crispy King is 100% irresistible chicken breast. So, we cut the chicken sandwich in half and at the store, we offered consumers to try the first half for FREE, but if they couldn’t resist eating the 2nd half, they would have to pay the full price of the sandwich. During the activation, 7 out of 10 consumers loved the sandwich and decided to pay the full price, even when the first half was for free. To expand the reach of the campaign we recorded the authentic consumers' reactions to prove the irresistible taste and quality of the Crispy King because half or the whole thing at Burger King you can “Have it your way”.

We contacted and invited Burger King customers via e-mail and social media to participate in a one-day promotion experiment: The Full Price Promo. With the help of the BK staff, we offered customers that were about to place an order to try the first half of the new Crispy King for free. The catch, they had to pay the full price if they couldn’t resist eating the 2nd half. We recorded everything with hidden cameras to expand the reach of the campaign. We were able to capture authentic reactions to prove the irresistible taste and quality of the Crispy King.

With a surprisingly low budget idea, 7 out of 10 customers who tried half of the chicken hamburger paid full price, even when the first half was for free. We proved that the Crispy King is worth paying for. And we helped Burger King reach their sales goal during the week of the promotion with an increase of 28%.