Y&R Shanghai is Looking for a ‘Burger Queen’ on International Women’s Day

Burger King launched its world’s first ‘Burger Queen’ campaign for International Women’s Day, in partnership with Y&R Shanghai.

Prompted by the question, ‘Can you be our Burger Queen?’, video interviews across China’s massive social media platforms have already driven over 60 million views. The female respondents, despite their various differences, mostly doubted or questioned whether they were worthy of such a regal title.

Having sparked huge curiosity about who would be crowned Burger Queen, all women opening their burger boxes face the ultimate unveil – a mirror topped with a crown and the message ‘Every one of you is our Burger Queen.’

Frank Wang, Chief Marketing Officer of Burger King China said, “We are very excited about this Women’s Day special, ladies represent a big part of our business and we want to lend this occasion to show them that Burger King isn’t just about the ‘King’. Y&R as our brand partner has been incredibly persistent, sharing creative solutions with us that are at the same time very real, which is what we are about as a brand. We are very proud and happy with this work.”

Selected outlets have been rebranded for the occasion, where special surprise burger boxes are available for International Women’s Day only, 8 March 2017.


Client: Burger King
Agency: Y&R Shanghai
Account Manager: Denise Chen, Rebecca Liu, Leon Zhao
Copywriter: Trinity Ni
Art Director: Cora Yang, Shayne Xiao, Dean Yu, Luna Ding
Executive Creative Director: Ong Kien Hoe
Planner: Vidia Wang
Managing Director: Annie Boo
Associate Creative Director: Ken Wong

Source: Little Black Book

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