Getting Burger King in headlines by giving their sauces a new use case.
ROLE: CREATIVE DIRECTOR
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from condiment to carb fuel
Insight
People eat fast food on the go
Fast food isn't a sit-down affair. It's scarfed between meetings. It’s dinner on the way to daycare. It’s post-gym, pre-Zoom,
mid-life multitasking. Burger King fans are always on the move — and somehow, still making time for their Whopper fix.
Research
Idea
Sauce packet gu for run clubs—
We re-formulated Burger King's sauces, effectively creating a product for the ultimate carbs-on-the-go use case: distance running.
Campaign
READY, SET, SAUCE.
A new kind of cheat meal
Actual Olympic stars like Sha’Carri Richardson and Noah Lyles are “caught” post-meet sneaking Burger King — dipping nuggets into mystery sauces, caught by paparazzi-style footage and seeded across sports and meme accounts.
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Condiments out the bag...
Burger King makes it official by offering the one-handed gus to the public. Built for multitaskers. Formulated for runners. Available nationwide.
Turning Drive-thrus to Run-thrus
To close out the campaign, the same track stars from the leaks pop up at local run clubs, leading surprise Burger King-sponsored runs, and turning jogs into viral moments.
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