2022 Winners & Shortlists

Why is this work relevant for Creative Strategy?

This work is relevant to creative strategy because it takes what is supposed to be a negative and turns it into a positive. In this campaign we used the fact that we are extremely late in launching the fried chicken sandwich which is a common product and changed the narrative into a fun one that presents a very good excuse for being this late which is maintaining our promise of freshness.

Background

Situation: Fried Chicken, one of the most famous sandwiches in the world. Everyone loves it and every burger joint has at least one in the menu. Burgerizzer only serves fresh meat, never frozen, always fresh, and that is the main value for burgerizzer. For them to add a fried chicken sandwich to the menu, while maintaining the fresh aspect requires a lot of work and is a logistic nightmare but they pulled it off and now, at last, you can enjoy a made to order fried chicken sandwich from Burgerizzer. Brief: Launch the new fried chicken sandwich. Objectives: The objective of the campaign was to raise awareness about the “new” product which was the fried chicken sandwich. Another objective was to strengthen the brand through reinforcement of its bold brand persona by embracing being late in offering a common product.

The Interpretation of the Challenge (30% of vote)

The challenge that the client was facing was that creating excitement or interest over a very common product might be difficult and met with negative response from the audiences since it was very late to come. The desired outcome was to create interest and drive up sales while strengthening the brand’s bold persona.

The Insight / Breakthrough Thinking (30% of vote)

We arrived at the insight when we realized that the client’s “New” product was anything but new. Every other fast food restaurant had a similar product. When we realized that the reason for the delay was the very strict standard of freshness we doubled down on us being late and communicated that to the public.

The Creative Idea (20% of vote)

Everyone was upset at burgerizzer for not offering fried chicken. When the time came to launch their long awaited sandwich, they wanted a campaign that really touches people. So we doubled down on the fact that we’re late and embraced it in a fun humorous campaign. We created a catchy song with a catchy rhythm about a guy with his entourage going to burgerizzer time and time again and asks for fried chicken until finally, he gets one and concludes with the message “better fresh and late, than early and frozen”. The execution is a direct translation of the creative strategy where we communicate that the delay happened because of our freshness standards.

The Outcome / Results (20% of vote)

The campaign generated 58,823,575 impressions, gained 2.8 million views, 20,000 shares and over 50,000 likes. The catchy song and spread helped raise awareness about the product.