The TVC, created by Publicis Singapore, is central to the campaign and demonstrates how the two burgers fit right into the hands of young women, how it could be shared with other people, and how the added options empower them. It runs on local TV in Singapore across Ch5, Ch8 and ChU, supported by print ads in Today, My Paper and The New Paper.
The new burgers compact the typical Burger King burger into more bite-size meals that the fast-food chain said targets young women specifically. Each BK Shots burger can be split into two and shared with a friend for a social dining option. It comes in three flavours, including Rodeo beef, Grilled onion beef and Spicy chicken.
Eric Foo, general manager of Burger King Singapore, noted that women's perception of their burgers was that they are robust in size and suitable for a hearty meal. While still a fan of their burgers, women also desire more choices in terms of the portion size.
"BK Shots burgers are all about choices for today's women who know and get what she wants. Specially designed as a right size that fits the size of her palm, BK Shots burgers are perfect dining options either for snacks or meals at Burger King. Ultimately, BK Shots burgers give her choices on how she wants to enjoy her meals, making it a symbol of empowerment for the modern woman," added Foo.
But while the advertising campaign frames it as a 'ladies burger', Burger King is confident that the other gender would also enjoy the new product. "From a culinary perspective, a tasty burger is a tasty burger, and people will eat it no matter which gender it is designed for," added Foo.
Chief creative officer at Publicis, Calvin Soh added, "For the first time, there's a burger designed for women. As such it made sense to create a campaign that all women get. And married men. I wake up to this thought everyday."
Agency Publicis Singapore
Client Burger King Singapore
Project 'What women want, women get' BK Shots
Chief Creative Officer Calvin Soh
Chief Executive Officer Sam Cassels
Senior Art Director Karl Ng
Copywriter Jet Aw
Strategic Planner Lin Ang
Senior Account Director Sancia Zheng
Senior Account Executive Camille Burdin
Regional Producer Lynn Cheng
Head of Art Kris Ng
Art Director Kirsten Klieman, Oliver Sarmiento
Producer Salt Film
Director Desmond Tan
Executive Producer Koh Say Chong
Producer Lilynne Tan
Media agency Zenith Optimedia
Manager Joyce Lee
Digital planner Nazia Hayat