New Zealand is a nation of burger lovers. For Burger King, this means that their Whopper is constantly battling other burgers (like Mcdonald’s Big Mac) for the hearts and stomachs of kiwis.
NZ’s love of burgers has developed into an intensely competitive QSR market. We have the highest penetration per capita of QSR’s of any country in the world1, ahead of even the United States. It is a market where making any significant inroads to growing market share is highly difficult. A distinctive value proposition is essential for cut through.
So, for 25 years Burger King has been telling Kiwis we cook with flames. But less than 20% of Kiwis believe us.
Our research justifying flame-grilling was clear: convince people that their burger was cooked over flames and they’ll perceive it as fresher, tastier and higher quality.
We know that every summer, millions of flame grills are rolled out in backyards across NZ. For Kiwis, the summer and flame grilled food go hand in hand.
So we decided to harness the nation’s love of their BBQs to convince them once and for all that BK cook their burgers over real flames.
Hundreds of New Zealanders were given the opportunity to open a BK in their own backyard and cook burgers the way they do. Not with hi-tech, limited edition flames, but the same flames you’d find in the BBQ on your back deck. Suddenly every home with a BBQ had the potential to become the home of the Whopper.
The response from the campaign was overwhelming, with more than 23,000 entries in just 12 weeks – almost 4x our target.
Sales lifted to a 22-year high, proving, once and for all, that a true Whopper can only be made using real flames.