Burger King flame-grills its meat — competitors don’t.That’s why people love it all over the world. But in Uzbekistan, you can find flame-grilled meat everywhere. The country ranks 6th in meat consumption, and everyone here is an expert in flame-grilled meat.
Problem
People welcomed the news about the upcoming opening of the first Burger King in Uzbekistan with these words:«Why do we need Burger King in Uzbekistan if any local kebab place cooks better?» or «Our Uzbek meat is tastier than any fast food.» People here trust local flame-grill masters — kebab makers. For them, working with flame and meat is a daily craft. How can we prove the flame-grilled taste to local meat lovers?
Solution
We made local kebab masters the first Burger King influencers in Uzbekistan. It was their first time trying the Whopper — and they gave an honest review. Their reviews became the lines for our print and digital campaign before the launch of Burger King in Uzbekistan. Our influencers got people curious, and social media quickly filled up with new reviews from flame-grill lovers when Burger King launched, saying how the Whopper fits the local flame-grill taste.
Results
15 085 Whoppers sold in the first week and lines that lasted all month long. A 3-month supply of patties was gone in 2 weeks.
