Introducing Fries King

We wanted people to spark a debate amongst consumers and demonstrate how much Burger King believe in their new French Fries. To achieve this we enraged the legions of loyal Burger King fans while attracting the attention of millions more by renaming the company ‘Fries King’. The debate was covered in 30 countries and by the time the stores were switched back to Burger King, the story had generated 1.5 billion media impression.