Burger King
Sárközi Ákos Collab
When the market leader launched a “Michelin-starred” burger, they tried to monopolize "premium" with massive PR hype. We had to hit back without losing BK’s flame-grilled DNA. We waited for the perfect moment: a TV gastro-reality featuring the rival’s star chef and a culinary rebel, Ákos Sárközi.
By teaming up with Ákos, we started a strategic "beef" that turned a product launch into a nationwide roast. It began with a provocative hero film: Ákos throwing away the competitor's secret ingredient—black garlic—to declare a Fast Food War. The result? A digital explosion. With zero influencer spend, creators joined the battle, while fans used BK trays as voting booths to crown the true king of the grill.
How did we bring it to life?
We didn’t just run ads; we sponsored the TV show and placed our posters directly within the official "Battle of Restaurants" promos. Our film started with a direct strike: Chef Ákos tossed away the "fancy" black garlic to declare a war of flavors. We swapped white coats for leather jackets and motorbikes, keeping the packaging "no fluff" too. The hype exploded when top creators like TheVR spotted the "beef" and crowned our burger the winner for free. Soon, the whole internet was joining in, using comment sections like a scoreboard to vote for the true king.
What did it achieve?
Sales of the King’s Selection grew by 300%. With 0 HUF influencer spend and 17k+ organic shares, we dominated the market. We proved that being brave and authentic is the ultimate way to win a high-stakes competition.
