MANILA — In a world of cheeseburgers with hardly any cheese, Burger King heeds the call of the broken-hearted cheeseburger fans.
The brand, together with NUWORKS, upped the ante for on-ground sampling campaigns with the 4 Cheese Swapper, an “innovative” machine that lets people trade their unsatisfactory burgers for the 4 Cheese Whopper - Burger King’s premium cheeseburger with not just one, but 4 kinds of cheese.
Having enough cheese in cheeseburgers sounds like a no-brainer, but apparently, there’s been a growing disillusionment among cheeseburger fans.
“We found a slew of frustration on social media. People naturally expect cheese from cheeseburgers, but they’re being let down. So we asked ourselves- how can the brand convert this sentiment into something positive?” Bea Ocampo, brand strategist at NUWORKS, explains.
Reaching out to the disappointed fans was crucial to the activation. The campaign sought to redeem their cheeseburger experience. They were pooled together and were granted the first use of the BK Swapper.
That a human hand does the swapping of burgers in the backend adds a hint of humor. According to Ace Ballesteros, NUWORKS Creative Director, that’s intentional. “What people really want with their cheeseburgers is simple. By doing it manually, we’re showing how easy that is, and how we can make it fun for people in the process” he adds.
The effort is consistent to the brand’s voice. The big idea is an oxymoronic expression of supposed hi-tech activation but in reality the product is delivered through surprisingly simple means --- the King’s hand.
“We believe people deserve cheeseburgers that they’ll enjoy, and we’d like to deliver that experience in a simple and fun way. That’s what we’re all about,” says Kristine Rementilla, Brand Manager at Burger King.