In Japan, potato supply shortages have become a societal problem since the end of 2021 due to flooding in North America and logistical disruptions caused by COVID. Competing fast food restaurants were forced to deal with the situation by reducing the size of their fries and discontinuing some sales. To spare its customers any inconvenience amidst this unprecedented supply crisis and continue to provide them with the enjoyable dining experience they had grown accustomed to, Burger King thought up a completely novel solution.

Burger King transformed adversity into opportunity.

Burger King asked for help by issuing a release seeking new side order items to replace French fries. But it didn't stop there. We created a space on Twitter where companies and customers could readily suggest ideas to solve the potato shortage by just sending a single reply.

Target fans and companies that routinely enjoy and engage with Burger King's unique brand actions. We explored media plans and information distribution strategies in an attempt to 'get through' this challenge together with them.

Burger King asked for help by issuing a release seeking new side order items to replace French fries. But it didn't stop there. We created a space on Twitter where companies and customers could readily suggest ideas to solve the potato shortage by just sending a single reply, and set out to get everyone to chip in to solve the unprecedented supply crisis.

"TimeLine"

April 25,2022

We launched a press release.

We looked for companies/organizations to supply us with great side order items to go with the Whopper. We also began selecting and decided the new side order item.

May 11, 2022

We announced the new side order item to solve the crisis of discontinued sales of french fries.

May 16, 2022

We introduced the new whopper meal with the new side order item that substitutes the french fries.

As a result, exactly as they had hoped, ideas poured in one after another from various companies, organizations, and even fans. The comment section attracted attention from all over Japan and developed into an announcement medium allowing many companies to participate. Media impressions numbered approximately 90.15 million hits. The total advertising value equivalency amounted to 421.5 million yen. Beginning with a single Tweet, Burger King overcame the crisis of discontinued sales of French fries by working together with customers all over Japan.

331 media posts

Media hits approx. 90.15 million

1461 comments for the new side order item

Total advertising value of $3.3 million