What does it take to be crowned 'Burger Queen'?
8 March, 2017
Burger King and Y&R Shanghai celebrate International Women’s Day
— Burger King, one of China’s fastest growing quick-service restaurant chains, today launched its world’s first ‘Burger Queen’ campaign for International Women’s Day, in partnership with Y&R Shanghai.
In the run-up to the day itself, videos across China’s massive social media platforms have already driven over 60 million views. Prompted by the question, ‘Can you be our Burger Queen?’, most female interviewees, despite their various differences, doubted or questioned their worthiness of such a regal title.
Having sparked huge curiosity about who would be crowned Burger Queen, female customers opening their burger boxes today face the ultimate unveil – a mirror topped with a crown and the message ‘Every one of you is our Burger Queen.’
Frank Wang, Chief Marketing Officer of Burger King China said, “We are very excited about this Women's Day special, ladies represent a big part of our business and we want to lend this occasion to show them that Burger King isn't just about the ‘King’. Y&R as our brand partner has been incredibly persistent, sharing creative solutions with us that are at the same time very real, which is what we are about as a brand. We are very proud and happy with this work.”
Selected outlets have been rebranded for the occasion, where special surprise burger boxes are available for International Women’s Day only, 8 March 2017.
20 second Teaser
Chief Marketing Officer - Frank Wang
Marketing Director - Kate Ho
Marketing Manager - Lynn Zhang
Executive Creative Director - Ong Kien Hoe
Managing Director - Annie Boo
Creative Director - Yangwei
Associate Creative Director - Ken Wong
Copywriter - Trinity Ni
Art Director - Cora Yang, Shayne Xiao, Dean Yu, Luna Ding
Account Management - Denise Chen, Rebecca Liu, Leon Zhao
Strategic Planner - Vidia Wang
For more information, please contact:
Regional Communications Director
Tel: +65 6671 3106
Mobile: +65 9029 9271
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