Burger King introduced a new letter to the alphabet and replaced their Arabic logo to solve a major linguistic challenge

Our Work

Burger Kinj

Burger King

Challenge

Burger king enhanced their world-famous whopper. However, the whopper is not famous in Saudi. This enhanced version was a chance to promote both the sandwich equity and sales.

Inspiration

The Arabic language lacks the same sound found in letter “G” like a burger. This creates a continuous debate on how to pronounce “g”.

Idea

Invite people to say “Burger” the way they want as long as they mean Whopper.

Growth

Dominated the burger conversation, increased whopper fan base by a quarter and generated more brand chatter in one campaign than a whole year.

Case Study

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