Long Live the King: Burger King's Latest Heartfelt Campaign

Burger King's latest campaign, "Long Live the King," has struck a chord with families worldwide. Created by the VML Spain agency, this campaign leverages the power of family relationships to engage customers on a deeper emotional level. By using real-life family moments shared on social media, Burger King captures the genuine emotions of siblings when a new baby arrives home.

The campaign is dedicated to all the siblings who feel dethroned when a new brother or sister comes into the family. It showcases a range of reactions from pure joy to evident jealousy and frustration. The message from Burger King to these young ones is clear: no matter what happens at home, in their restaurants, they will always be treated like kings.

According to Javier Pejito, Global Director of Communication & Strategy at Burger King, "This campaign manages to convey the unique experience that we want to create at Burger King every time a person enters our store. Our goal is to ensure that each and every one of them always feels treated like a king or queen, even more so if that day life has given you problems such as, for example, being dethroned."

Campaign Impact

• Over 227 million impressions in just two weeks

• More than 320,000 interactions on social media

• 36% increase in incidence for kids meals compared to the previous period

Why It Works

• Emotional Connection: By focusing on family dynamics, Burger King taps into universal emotions, making their brand relatable and endearing.

• Real Stories: Using real families and genuine reactions adds authenticity to the campaign, making it more impactful.

• Consistent Messaging: Burger King consistently positions itself as a family-friendly brand, which resonates well with its target audience.

Burger King's "Long Live the King" campaign is a testament to the power of emotional marketing. By celebrating family relationships and promising a royal treatment in their restaurants, Burger King continues to strengthen its connection with customers, driving engagement and increasing sales.