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What does it take to be crowned 'Burger Queen'?

8 March, 2017

Young & Rubicam

Burger King and Y&R Shanghai celebrate International Women’s Day

SHANGHAI — 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
2-minute Weibo
20-second YouTube
4-minute YouTube (English subtitles)

Creative Credits:

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:
Magz Osborne
Regional Communications Director
Y&R Asia
Tel:  +65 6671 3106
Mobile: +65 9029 9271

About Y&R

Y&R is one of the leading global marketing communications companies. It is made up of the iconic Y&R Advertising agency; VML, one of the most highly regarded and fastest-growing digital agencies in the world, and iconmobile, one of the premier mobile marketing companies.

Y&R’s largest agency, Y&R Advertising, has 187 offices in 91 countries around the world, with clients that include, Campbell’s Soup Company, Colgate-Palmolive, Danone, Virgin Atlantic, Xerox, GAP, Land Rover, and Telefonica, among many others. Y&R is part of WPP (NASDAQ: WPPGY).

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