Every summer, millions of flame grills are rolled out in backyards across New Zealand. So Colenso BBDO decided to turn the nation’s BBQs into Backyard Burger Kings, and prove real burgers are cooked over real flames.
Over the next two months, 50 Backyard Burger Kings will open around the country. Kiwis supply the flames and BK supplies complete ingredients to make 16 Whoppers. Plus they will receive their own customized cooking utensils, hat, apron, matches and even a light up Burger King road sign. Everything a person needs to turn their home into the Home of the Whopper.
Backyard Burger King kits are being given away through a TV, digital, in-store and social campaign with potential candidates being directed to apply at backyardbk.co.nz.
The response has been overwhelming, with over 7,500 applications in just over four days. Far exceeding the original target.
Says James Woodbridge, general manager of marketing at Burger King NZ: “Customers have been overwhelming excited based on FB sentiment and the campaign engagement has been right up there with our Joseph Parker activations. To have this many entries just shows how many Burger King fans are keen to experience our flame grilled burgers at home. We’ve always had an active and engaged group of social followers so we can’t wait to see what they share from there own personal Backyard BK’s.”
Says Steve Cochran, ECD at Colenso BBDO: “Burger King’s been using flames to cook Whoppers since 1957. Despite almost sixty years of cooking this way, many people don’t know or don’t believe their burgers are still made over real flames. Backyard Burger King is an engaging way to help reassure them they are.”