Cannes Lions

TENDER CRISP BURGER

.START, Munich / BURGER KING / 2005

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Overview

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OVERVIEW

Description

Burger King Germany has produced its own TV-show, modelled after the well-known MTV show “Pimp my ride”. People talk shop about grilled meat, fresh salad and tomatoes with the same enthusiasm as participants discuss chrome rims, spoilers and paint on MTV. The launch of the Tender Crisp, a chicken burger, is to set new standards in term of size, taste and quality. So it made perfect sense to adapt a show format which features technological and taste superlatives.

Outcome

The campaigns are not far enough along to quantify success.

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