| Title | THE BK ALL CHICKEN DAY |
| Brand | BURGER KING SINGAPORE |
| Product / Service | BK CHICKEN RANGE |
| Category | A03. Best Product Launch/Re-launch/Shopper Marketing |
| Entrant | PUBLICIS SINGAPORE, SINGAPORE |
| Entrant Company: | PUBLICIS SINGAPORE, SINGAPORE |
| Sales Promotion/Advertising Agency: | PUBLICIS SINGAPORE, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Ajay Thrivikraman | Publicis Singapore | Executive Creative Director |
| Birdie Ting | Publicis Modem Singapore | Associate Creative Director |
| Karl Ng | Publicis Modem Singapore | Senior Art Director |
| Tony Ting | Publicis Singapore | Copywriter |
| Ang Qianling | Publicis Singapore | Strategic Planner |
| Sancia Zheng | Publicis Singapore | Senior Account Director |
| Cruz Chan | Publicis Modem Singapore | Junior Interactive Art Director |
| Thomas Babu Joseph | Publicis Modem Singapore | Web Developer |
| Maryanne Soh | Publicis Singapore | Senior Account Manager |
| Nina Roslan | Publicis Singapore | Account Executive |
| Chua Xiu Lu | Publicis Singapore | Art Director |
| Philip Ho | Burger King Singapore | Company Business Leader |
| Jennifer Ng | Burger King Singapore | Assistant Marketing Manager |
| Cheo Ting Ting | Burger King Singapore | Marketing Executive |
Burger King is most popular with consumers for our beef products - Our top 2 selling burgers are the Mushroom Swiss Doubles and BBQ Turkey Bacon (both beef products). So when Burger King launched a new line of chicken products, we had to prove to consumers that we are not just King of beef, but also equally good at chicken. The objective of the promotion was then to raise awareness and drive trials of the new chicken products.
We were so confident about our whole range of chicken products, we decided to take the ultimate sales gamble. Through an activation event, we removed everything else and left only chicken items on our menu. We called it the BK All Chicken Day, with the entire chicken range at an irresistible 1-for-1 price. Consumers were then able to choose a chicken item from the range and have a different item to try for free. The event was then communicated through press, radio, online and social media.
Burger King did not have any credibility in chicken items when compared to McDonalds and KFC. In order to attract consumer’s attention, it would require more than a press ad or a coupon, the usual ways a new product was communicated. An activation-driven campaign would then be ideal to drive product trials. And in order to gather attention, we took a daring move to remove everything else on the menu.
The event was a sales gamble – Beef products make up most of our daily sales and if we did not pull this off, sales figures would drop drastically. Eventually, the gamble paid off – We reached out to more than 32,000 people and while choosing the freebie to redeem, consumers were now well informed of the wide variety of chicken products Burger King provided, and have tried and liked what they ate. Sales of all chicken items increased by 270% on the day of the event. To top it off, overall sales also increased by 75%.