Pitchblack brings back the Big King XL

AUCKLAND, Thursday: Indie creative agency Pitchblack has extended last year’s Burger King campaign for the Big King, tickling the palates of Kiwis with a bigger, flame-grilled, secret saucier, no-unnecessary-bun interpretation of a certain iconic McDonald’s burger.

Pitchblack’s Jono Key said: “And such was its success that BK is bringing it back. And even McDonald’s is impressed (according to Key!), conceding the Big King is bigger than the Big Mac.

“Not only did last year’s burger sales exceed targets by 131%, it drove an overall uplift for Burger King of +12%.

“BK has again found its challenger roots, with a clear product differentiator in flame-grilling.”

Last year, Burger King again found its challenger roots, with a clear product differentiator in flame-grilling. It’s been a fantastic campaign encouraging New Zealanders to taste the difference.”

BK head of marketing Andrea Spearman said: “We believe in bold work that gets attention and delivers sales, and once again the team at Pitchblack Partners & Jetblack Productions have delivered in spades. Big King 2.0 is already setting new records.”

Key was unable to supply a full credits list.

CREDITS

Creative agency: Pitchblack Partners
Production company: Jetblack Productions