Burger King admits it hasn’t been cutting it

Nostalgia for Burger King’s much-loved BK Chicken has sparked a new campaign, with the brand acknowledging it hasn’t been cutting it (the BK Chicken, that is). 

Fans have spoken, calling out Burger King for no longer cutting the much-loved burger in half – something it used to do. But the ball seems to have dropped. 

As a result, Pitchblack Partners has partnered with Burger King to launch the #uncutBKchicken campaign – a phased roll out which kicked off in the form of an influencer partnership with Johnny Tuivasa-Sheck, where the Instagram funny-man called out Burger King in a social video for not cutting his beloved BK Chicken. 

Burger King then used their social channels to respond and launch an investigation which sparked a cut vs. uncut debate, driving fan engagement through Instagram polls. 

The social activity was followed by an integrated campaign featuring TV, billboards, street posters and online. 

The campaign prompted keen fans to spot hidden uncut BK Chicken burgers across the platforms in return for a free cut BK Chicken. 


Creative agency – Pitchblack Partners

Production Company – Jetblack Production

Media – MBM

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