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Burger King Kuwait harnesses the power of the Gold Souk to launch its limited Golden Edition

In the face of Kuwait’s booming gourmet scene, Burger King Kuwait launches a premium range of its own, the Golden Edition. But introducing the range in the premium category as a quick service restaurant came as a challenge that called for a stand-out campaign that goes beyond foodies and influencers.

To launch the Golden Edition, Burger King went one step further and introduced its ‘Approved by experts’ creative platform, recruiting the experts in premium goods who the local market is familiar with: the gold experts from the Gold Souk, whose refined taste never fails to notice something of a golden standard.

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Set in a typical Kuwaiti gold store, the film depicts the life of Hakeem, a trusted gold expert who ends up giving the ultimate approval to Burger King’s new Golden Edition.

Speaking about the film, Zeinab Najjar, marketing director from Kout Food Group said: “The idea of having a gold expert from the traditional Gold Souk unlocks a universe of exciting characters and culturally rich stories, with daily life snippets Kuwaitis can relate to.”

The campaign was created for Burger King Kuwait and Kout Food Group by M&C Saatchi Abu Dhabi, produced by Filmmaster MEA and directed by Damiano Fieramosca.

The film now runs on social media platforms, as well as in Kuwait’s cinemas nationwide.