The Ask:
Come up with a new product for Burger King and a headline-grabbing way to launch it.
Gym and fitness culture have become largely popular and accessible in recent years.
Nowadays, it’s common for people to moderate what they eat for health and body goals.
These gym goers often only allow themselves a “cheat day” or “cheat meal” to indulge in not-so-healthy foods and live a little.
Monopolizing on this practice, Burger King will release “The Cheat Meal”, a new meal combo featuring a high protein burger and milkshake alongside smaller portioned fries.
The Cheat Meal features a new burger: The Guilt Free Whopper
OUT OF HOME
The copy for the advertisements mimics that of a temptress—a person coaxing their target to cheat. Here we incorporate the cheeky writing style of BK alongside figurative language.
SOCIAL
Burger King will expand the campaign to their socials (mainly X) where we will make pop culture references and engage in light shade against celebrities with cheating scandals.
#itscheatday #bkcheatmeal
