Situation:

In Mexico, a large proportion of brands decide to have an aspirational communication, which has little to do with the real Mexico and its people. We see this in the choice of casting, in their clothing, in the locations and in each of the decisions they make. Ads portray an unreachable and unknown world, in a country where 59% of the people want to buy good things for the price they can pay.

Brief: It was necessary to increase brand perception and engagement, telling them that the entire menu is now clean, with artificial ingredients, being now 100% real. We were tasked with making the clean menu culturally relevant.

Objective: Announce that now Burger King Mexico has 100% of the menu without artificial colors, flavors, or preservatives.

Target audience: 18- 45 years , Men and women

Media Plan:

Artistic expo in a mexican museum

OOH metrobus, billboards and prints

TV and digital media

Social media

Influencers marketing

Implementation:

This work captures the true soul of the Mexican consumer on the streets of Mexico City as they savor Burger King products.

A 360 campaign that include:

Artistic expo in a mexican museum

OOH

TV

And digital media

We hired a team of professional street-style photographers to tour the real Mexico for two months, capturing our consumers in a 0% artificial way, just like our new menu without artificial ingredients.

Media channels and integration:

The entire city was covert with the 42 images converting the Billboards into an artistic expo.

Launching in April 2022

The best positive brand sentiment ever 98%

People connect with the creative in a 95% having the best Brand Awareness of the year

Burger king Increase 36.7%In Sales