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Backyard Burger King

Burger King NZ

Issue 41 | December 2016

Background

New Zealand was a fairly unique market for Burger King. For one, New Zealand had the highest penetration of fast food restaurants per capita of any country in the world. More surprisingly, despite it being at the core of the brand, research uncovered that most Kiwis didn't actually believe that BK used flames to cook their burgers. Research groups suggested the meat was pre-cooked, the flavouring was sprayed on and even the grill marks were painted on. The task, then, was to find a way to prove that a Whopper can only be made using real flames.

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