2022 Winners & Shortlists

Why is this work relevant for Entertainment?

This work is relevant to entertainment because at its core is a very catchy and entertaining song and the style of the video is designed to be colorful and enjoyable.

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.

Describe the creative idea

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.

Describe the strategy

The strategy was to use a light hearted and entertaining style in sending our message of explaining why we were very late in launching this very common product. We doubled down on the fact we were late and embraced it to appear bold and then changed the negative into a positive by explaining that the reason for the delay was to make sure it meets our standards of freshness.

Describe the execution

The video was launched on social media and youtube and it went viral as the catchy song became an earworm in the heads of audiences. After that posts promoting the new fried chicken sandwich with the video’s headline “Better late and fresh than early and frozen”.

Describe the outcome

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.