The setup

It’s tough being the OG of anything. Especially burgers.

Hungry competitors see your success and want a bite of the action.

Pretty soon the market’s saturated with imitators, innovators and whatever Jamie Oliver’s up to.

Gourmet Burger Kitchen know this better than most.

So how do you make a ‘legacy’ brand feel fresh, new and vital when they themselves have only been around for a few years?

How do you cook up an effective campaign that everybody can get their teeth into?

The aim

Put GBK back on top with the biggest share of voice ✔️
All with a total campaign budget of £150k (to include creative, production & media) ✔️
Drive sales and deliver the kind of brand love that generates lasting, positive customer relationships ✔️

The masterplan

As the world faced up to the grim reality of a f*cking moron leading the free world, we decided to look on the brightside and hijack the news cycle with something a little more lighthearted. And delicious.

What helped was that we knew GBK burgers slapped. They were the t*ts. The dog’s nads. The best thing you could slide between two buns and get your face around. 

We just needed to remind everyone. 

What better way to do that than to release a campaign for a special edition burger that harnessed the mood of a nation, and delivered the kind of thick, thick patty everyone would love?  

Just a shame about that… other thick problem. 

Ah well, ‘Vote Rump’ people. Your voice matters.