Brief Explanation

When McDonald's launched their new campaign "Make it Better" featuring the Chicken McGrill with an aggressive 1-for-1 promotion, it encroached upon Burger King’s equity of flame-grilling and threatened to erode sales of our flame grilled chicken burger, the BK Tendergrill Chicken. Our objective was then to launch a retaliation campaign to re-establish the BK Tendergrill Chicken as the King of flame-grilled chicken burgers and turn this threat into an opportunity to increase in-store traffic and sales. When we took a closer look at the McGrill, what we saw was a product which was inferior to the BK Tendergrill Chicken - the McGrill was not really grilled - it simply used chargrill sauce and was "grilled" using a clam-shell press. With limited budget, the idea was to steal McDonald’s hype and debunk their claims of a grilled burger. Firstly, in order to gain quick attention, we rode on McDonald’s campaign line “Make it Better” and came up with "Make it Even Better with The King". We then promoted our signature BK Tendergrill Chicken with a superior "Flame Grilled. Not Fake Grilled" proposition. Following which, we fueled conversations around the BK flame grilling equity with “educational videos” that taunted the competitor. The videos showed the BK Chicken teaching a Fake Chicken what flame-grilling was reall about in the BK kitchen. Lastly, in order to give Singaporeans an irresistable reason to try, we created a promo event to base our communications on: the $1 Tendergrill Day. The bold communications resonated with our consumers. By the end of the campaign, not only did customers understand BK Tendergrill Chicken was the more authentic and tastier flame-grilled burger compared to the McGrill, they expressed interest in trying the product and rallied behind it. #makeitevenbetter became a trending topic on Twitter and "Burger King SIngapore" became the number 1 hottest Google search in Singapore. On the day of the $1 Tendergrill event, all 41,221 BK Tendergrill Chicken burgers were sold out within a couple of hours. Compared to the same day last week (3 Mar), traffic rose by 57.68%*. During the month of the campaign, sales of the BK Tendergrill Chicken increased 112%* compared to the month before. (*Source: Burger King Singapore sales data)