Burger King: BK Loving 'It'

Burger King, a fast food chain, launched the Loving 'It' campaign in Germany to compete with its rival McDonald's and leverage the influence of horror movie, 'It'.

Campaign details

Brand: BURGER KING Deutschland GmbH Agency: Emanate GmbH and Grabarz & Partner Werbeagentur GmbH


As the perennial second place challenger to fast food leader McDonald's, BURGER KING®is constantly looking for buzz-worthy opportunities to tweak its rival. Our mandate is to be bold, and given a modest PR budget we like to find and disrupt pop culture moments in unexpected ways that get people talking.

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