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

Burger Kinj

Burger King


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.


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


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


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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