Gotta hand it to BK for thinking outside the branded box in their latest promotion — the mystery burger. ::DUN DUN DUN::
Surprisingly, it’s not as scary as it sounds. Customers can get one of ten signature BK sandwiches (selected at random), which is served in an unbranded white box. Bringing a whole new meaning to “mystery meat,” amirite?
The agency executive creative director, Georges Mohammed-Chérif, reveals an interesting mindset when discussing the promotion: “We have to give people an opportunity to discover Burger King’s products, but without hard selling or aggressive promotions that are not good for the brand.”
Never thought we’d see a fast-food operation operating like that.