In fact, much like how Facebook and Instagram have seemingly become the dating game’s main playing field, the narrative coming to market is essentially a tongue-in-cheek love story between fries and chicken.
“The chicken fries campaign is focused on a storyline of ‘when chicken falls in love with fries,’ and it’s a story that is best told through social media and interactions,” said Tracy Chin-Sam, national marketing director for the Burger King brand in Canada.
Not only does the campaign make a bold push toward a younger demographic, but it also corresponds with the launch of Burger King Canada on Instagram and Twitter.
“The timing was perfect to introduce the chicken fries love story with the launch of our Twitter and Instagram accounts,” she told Marketing.
“As well, these two mediums are key channels where our key consumer targets— millennials—are engaging.”
Sid Lee was the lead agency for the campaign in Canada, with Starcom handling media buying and Pilot PMR doing PR.
The campaign is similar to Burger King’s rollout in the U.S., except the love affair angle in Canada is focusing on a “budding” relationship. In the U.S., where the product has been available before, the branding shows that the happy couple are, well, happily married.
“Over the past year, our customers have asked whether chicken fries will make an appearance in Canada,” she said.
“There were lots of customer requests made to our staff in restaurants, as well as on social media. In fact, an entire Facebook page was dedicated to bringing back Chicken Fries in the USA and Canada.”
While the step deeper into social media shows a willingness to speak to millennials on their own turf, the message also mirrors the medium.
One recent Facebook share shows a chicken lovingly sketching some fries on a couch, in a nod to the famous “Titanic” scene.
“Our brand seeks to be honest but humble, playful but edgy, in a ‘we don’t take ourselves too seriously,’ but respectful manner,” said Chin-Sam.
“This resonates with our key target consumers— millennials, who value the transparency and humbleness of our style.”