Activation campaign for Burger King Belgium
For a fictitious university campaign the challenge was to announce Burger King’s arrival in Belgium, position it as the top fast food choice for millennials, drive foot traffic to its outlets, and engage consumers.
Year
2017-2018
Expertise
Brand Strategy, Adversting Campaign, Project Management, creative concept, Copywriting
Sector
Food
01
Challenge
We leveraged BK’s USP: Flame Grilled, positioning it as the choice for those who want real, bold burgers—a daring alternative to the vegan, healthy, and organic trends offered by competitors.
Our campaign was split into two parts:
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"Trust Your Guts" – our core slogan and central idea.
-
"Do You Have the Guts?" – designed to engage consumers and challenge them to embrace boldness.
02
Part 1 - Trust Your Guts
We kicked off the campaign with a bold positioning: Burger King—The Only Real Burger in Belgium. Made for those who dare, those who trust their guts. Ourslogan : "Trust Your Guts".
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Key Video
Packaging
Social Media Examples - Twitter
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03
Activation Campaign
Once the positioning was anchored in consumers’ minds, we launched phase two—challenging our audience across social media, POS content, street marketing, and more with one simple question: "Do you have the guts?"
Social Media Examples - IG
POS
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Event activation - The BK run.
To reinforce our positioning and show how easy La Chocolatière is to use, we invited chocolate lovers and cooking enthusiasts to test the machine at our headquarters.
04
Result
Competing against five other groups, we secured first place with an 84% average. The jury, composed of advertising professionals, ranked us top, and we were also the advertiser's favorite.
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