Pitchblack turns up the heat with Ghost Pepper Whopper campaign

Most spicy burgers claim the heat of the sun, but deliver the dark side of the moon. Enter Burger King’s hottest ever burger: the Ghost Pepper Whopper.

For the uninitiated, The Ghost Pepper (botanical name bhut jolokia) is a hybrid cultivated in Northeast India, often known as ‘king cobra chilli’ or ‘holy sh*t I need a drink’. It’s also the hero ingredient in the Ghost Pepper Whopper hot sauce.

So the Pitchblack and Jetblack teams tooled up to bring the heat.

Campbell McLean, Business Partner at Pitchblack says: “During our tasting the burger captured the attention of our tastebuds…. and sweat glands, so we wanted a campaign that had the same effect – piquing the interest of burger lovers and challenging them to give it try.”

Leann Smith, Head of Marketing at Burger King NZ adds: “The Burger King business has enjoyed an incredibly successful 18 months, experiencing some of our highest trading weeks of all time. Central to this success has been a focus on giving New Zealanders interesting flavour innovations. The Pitchblack / Jetblack team consistently find interesting and unconventional ways to help our products fly off the grill, and the Ghost Pepper Whopper campaign is no exception.”

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