Burger King is encouraging indulgence (and even sloppiness) with its latest U.K. campaign. The burger chain recently released its new Loaded Fries, which will be exclusively delivered by UberEats. And the campaign to promote the latest cheesy concoction comes with a touch of humor: Burger King offers its burger-lovers the chance to win giant adult bibs (yes, you read correctly – bibs!) to pre-empt any spills. This is not the first successful collab between the two brands, who already made the headlines in 2019 with a comical campaign where the food delivery drivers dressed up as the King mascot in LA. The Burger King x Uber Eats giant bibs campaign is yet another example of how to reach out to young consumers effectively. Young people in Western Europe like it when brand ads make them laugh and have a positive message, while our new What Is Wellness? trend report shows that young consumers are defining wellness to include indulgent behaviors—including some messy french fries. (The Drum)
