BK®  TASTE  LAWYERS

This work launched BK’s new burger in Brazil, BK® Taste. The burger clearly resembled one of McDonald’s, Big Tasty, meaning potential risk: accusations of copying on social. So, we took the lead. From BK® Taste’s total target, we zoomed in on one group: lawyers. And launched the burger with a promo: giving away a free BK® Taste to every Brazilian lawyer, asking for their qualified opinion on the matter. Thousands engaged, trying it, defending on social it wasn’t a copy and sparking conversation far beyond lawyers, leaving that total target eager to try it and making BK® Taste a hit.