Free Wi-Fi-enabling giant french fries unveiled on US streets as Burger King ‘rebrands’
By Rich Leigh on Thursday, October 3, 2013
In a bid to promote its new ‘healthier’ french fries ‘Satisfries’ (30% less fat and 20% fewer calories than Burger King’s regular fries – and 40% less fat and 30% fewer calories than McDonald’s fries), Burger King has gone all out, both ‘rebranding’ itself as Fries King (as highlighted by contributor Ciaran McCormick yesterday) and also executing an ambitious out of home campaign.
The fast food chain has left eight-foot-long fries lying on the streets of New York, Los Angeles and Chicago in a campaign dubbed #WTFF (What the French Fry or, as the swearier amongst us know the acronym, What The Fucking Fuck), offering members of the public free Wi-Fi (Wi-Fry, obviously) courtesy of the massive chips:
The fast-food brand also photobombed the Today show, by having people walking with the 8 foot fries in the background during the live broadcast.
According to Time, ‘the web hates Burger King’s name change’.
Mother – ad agency
Big Fuel – social media agency