Burger King
ValMar Collab
How do you hype up a partnership for the third year in a row, especially when you are bringing back the exact same burger? You don't try to reinvent it. You embrace the repetition with heavy self-irony.
The ValMar King was already a massive hit among Gen Z, packed with six slices of bacon and onion rings. It was perfect as it was. So, instead of pretending to change the recipe, we built a 3-month campaign around the ultimate creative dilemma: do we really need to change a winning formula? We teamed up with pop duo ValMar and music legend Robi Szikora to create a funny meta-story. We proved that icons don't need a redesign—great things are worth loving more than once.
How did we bring it to life?
We launched with a star-studded TVC and massive OOH. To sustain the 3-month hype, we added a scratch-card promo with every purchase, offering festival gear and an exclusive backstage pass. The real blast was an in-store fan meet-and-greet with extra activations. On social, fans designed their own burgers to win the actual jackets worn by the boys in the video. The top 5 custom burgers were live-cooked at the fan event, where ValMar judged the final winner. We skipped boring product shots and served pure engagement across all channels.
What did it achieve?
The 3-month marathon successfully re-energized Gen Z, proving that authentic experiences beat forced innovation. The campaign drove massive footfall, boosted long-term sales, and triggered social buzz.
