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

Burjer 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.

Burger King CS Final

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Awards

2021 Cannes Lions

Social & Influencer, Cultural Insight


Silver Lion

2021 WARC awards for effectiveness winners

The Social Impact Category


Bronze

Dubai Lynx 2020/2021

Digital – Social Business & Commerce


Gold