Kuwait, a market where meat is king, started witnessing a change of behaviour as the youth embraced plant-based lifestyles. Many brands began acting on it, but only few were able to stand the test of time and meat lovers’ cynical judgment about taste.
Burger King launched their Plant-Base Range, a full menu of 3 different products, and the market didn’t seem ready for it.
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So M&C Saatchi UAE addressed taste, their biggest barrier, in an exciting but authentic way for the local consumer through comedy, drama and football. Through an unusual but clever mockumentary, the advertisement introduced the story of Cristiano Ronaldo’s doppelgänger, a naïve but overconfident guy, who really believes he is as good as his famous lookalike.
As the story unfolds, the viewers see how he pushes himself to a delusional point where his reality does not match his expectations and thoughts.
The advertisement reveals its concept only towards the end: ‘Some things just aren’t as good as the original, Burger King’s new Plant-Based Whopper is.’ Thus, creating a fun and unexpected comparison between the character and the product.
Zeinab Najjar – Associate Marketing Director, Burger King Kuwait adds,
“The creative strategy of starting a conversation around a global superstar without even mentioning him is definitely remarkable. As a challenger brand, we’re proud of the quality and output of the idea. We were 100% aligned on how to approach our audience, which led us to an execution where we managed to exceed our sales target and made ingenious use of the budget.”
“Our biggest challenge was to disrupt the conventional communication of the category in the region with an idea that could be equally locally and globally relevant. We are proud to see this idea begin to gain international recognition as being the only film from the region to win a Caples award in the TV and advertising category,” said Camila Venegas and Silvia Vera, Creative Leads, M&C Saatchi UAE.
Agency: M&C Saatchi UAE
Chief Creative Office: Ryan Reed
Executive Creative Director: Dario Albuquerque
Creative Director: Camila Venegas Gomez
Creative Copywriter: Silvia Carreño Vera
Art Director: Camila Venegas Gomez, James Young
Account Director: Viktoriya Frolova
Account Executive: Tasneem Nedal
Strategy Director: Asma Ahmed
Producer: Hiyam Itani
Production house: Dejavu
Director: Nalle Sjöblad
Executive Producer: Manasvi Gosalia
Producer: Steve Gergess
Editor: Rizwan Maple
Client: Burger King Kuwait
Zeinab Najjar – Associate Marketing Director
Yasmine Al Sayeh – Senior Marketing Manager
Haneen Sukkariah – Marketing Manager
Mai Khalil – Social Media Manager
Mohamed Ibrahim – Product Manager