Burger King breaks BK A4DABLES campaign

A tongue-in-cheek interactive Facebook page is central to Burger King’s newest BK A4DABLES campaign which breaks today. The campaign, created by Publicis runs until 23 March, to promote the BK Fish burger joining the ranks of its A4DABLES range, will be carried across print and outdoor, targeting 18 to 35 year olds.

Called the ‘Ouch-Meter’, the Facebook page pits Burger King’s affordably-priced meals against other overpriced options in Singapore. Resembling a speedometer, the Ouch‐Meter features BK A4DABLES meals on the left and invites users to input an overpriced meal on the right. The Ouch-Meter will move from left (Wow) to right (Ouch) to indicate how “painful” the pinch is for the overpriced meal.

"To highlight the value proposition of the BK A4DABLES meals, we deployed the BK A4DABLES Ouch‐Meter to perform a BK‐meal vs overpriced‐meal comparison in a light hearted, humorous juxtaposition. All the overpriced meals featured are real‐life and most of them user‐generated, which would give viewers a realistic snapshot of current high meal pricings based on these submissions”, says Philip Ho, head of marketing of Burger King Singapore.