AUCKLAND, Tuesday: In February, Burger King and Pitchblack convinced the beef-loving town of Bulls to try the new plant-based Rebel Whopper. In the first six weeks after launch, sales were +87% above sales forecast and, with the burger selling out momentarily in some restaurants, it would become one of BK’s most successful launches.
Fast forward to this month, and the newly launched Rebel BK Chook and Rebel BK Chook Tenders already look set to build on the success of their non-beef cousin.
The Rebel BK Chook What the Cluck campaign plays on the social media phenomenon of ‘unboxing’.
“We love the way Pitchblack tapped into the taste cues of these products.”
NZ-owned full-service indie agency Pitchblack has created a series of influencer-style videos, where talent unboxed, trialled and provided honest reviews of the new Rebel BK Chook products. The campaign has been released across TV, pre-roll, digital OOH, social, sampling, and influencer partnerships.
BK head of marketing Andrea Spearman says the success of both products reflects the growing popularity of meat alternatives, and solidifies Burger King’s position as the plant-based leader in the QSR market.
“We love the way Pitchblack has tapped into the taste cues of these products, and brought them to life via highly-relevant, influencer-style content, that gave us a chuckle.”
CREDITS
Creative agency: Pitchblack Partners Auckland
Production Company: Jetblack
Media: MBM
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