Cluck off: Pitchblack and BK launch plant-based Rebel burger

When you’ve created a plant-based burger that tastes exactly like a regular burger then you’ve done your job well. Pitchblack Partners and Burger King have recently teamed up to launch ‘What the Cluck’, a campaign that emphasises how truly chicken-like their new plant-based products taste.

After the success of their meatless Rebel Whopper back in February, which saw 87 percent above sales forecast in the first six weeks of launching, it was decided that Burger King should have a plant based chicken burger also on the menu.

The new zero percent chicken products include the Rebel BK Chook burger and the Rebel BK Chook tenders.

‘What the Cluck’ plays on the social media trend of unboxing fast food and has featured influencers unwrapping and tasting the new Rebel BK Cook products for a truly honest review. Each person filmed that is tasting the products for the first time seem to be extremly surprised by how legitimate the plant-based chicken tastes.

“Over the last few years, we have seen a growing demand for plant-based products. And innovation is core to Burger King, so we wanted to provide our guests with an option that meets that demand, while maintaining the same delicious taste they expect from Burger King,” says Andrea Spearman, Burger King head of marketing.

“We love the way Pitchblack has tapped into the taste cues of these products, and brought them to life via highly-relevant, influencer-style content, that gave us a chuckle.”

The campaign has been released across TV, social, pre-roll, digital OOH, sampling and influencer partnerships.

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