Burger King’s New Campaign by LOLaMullenLowe Bets on Onion Free Kisses

Burger King once again reveals its transgressive nature, this time with an activation that will awaken passion… and kisses.

To celebrate International Kissing Day, which takes place on April 13th, the brand has decided to remove fresh onions from their menus, ensuring that on such a special day the only thing that lingers are kisses, and not the taste of onion.

Burger King serves fresh onions, cut daily in each restaurant, to enhance the flavour of its burgers and satisfy onion lovers. However, when it comes to kissing, the taste of onions is not recommended.

People who dare to go to a Burger King restaurant on April 13th and ask for their Whopper or Big King value menu, will be surprised at first bite: all the fresh onion will be gone. In addition, the brand will also stop selling its emblematic onion rings for the day.

“These kinds of initiatives are what makes Burger King a brand that doesn’t leave you indifferent, but we are also daring and authentic, and always close to our consumers, who we love to surprise and, on this occasion, make them laugh,” says Bianca Shen, Marketing Director of Burger King for Spain and Portugal.

Burger King created this funny video to explain the activation. The campaign by LOLaMullenLowe, is called ‘Onion Blackout’ and includes OOH, digital and POS.

In Spain, there are more than 750 Burger King restaurants with around 18,000 employees. Spain is the first country in Europe where the company was established. In 1975, they opened the first restaurant in the popular Plaza de los Cubos in Madrid and became the first fast food chain (QSR) of its kind to open here.

Source: Little Black Book

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