On the occasion of International Coffee Day, Burger King India, a QSR chain, has launched their and campaign, Roast the Roast. The campaign, in their signature fun style, is built around user-generated content and invites coffee enthusiasts to roast their bad coffee experiences whilst giving them a great tasting Free Coffee at a BK Café near them.
A cup of coffee is about relaxing, recharging, conversations, catching up with friends and family and creating moments to remember. BK Café has a unique in house blend with 100% Arabica beans which ensure each cup of coffee is a Sip To Remember.
The campaign kicks off with a digital video which highlights many hilarious encounters with subpar coffee faced by different people, and invites guests to share and roast their such experiences. For each comment received, Burger King India will be giving guests a Free Coffee at a BK Café near them.
Kapil Grover, Chief Marketing Officer, Burger King India, said, “At Burger King, we pride ourselves in delivering a superior coffee experience. Our unique in house blend has 100% Arabica beans. The Monsoon Malabar blend has citrus, caramel and peanut notes, creating a balanced taste of coffee which our guests love.
“Coffee has become a strong pillar of our café offerings, and with Roast the Roast, we wanted to have a little fun while drawing attention to the quality that sets us apart.
“We know everyone’s had at least one bad coffee experience—so why not turn it into a roast? The campaign not only engages with guests in a fun way but also gives them free Coffee at BK Café making this entire journey a sip to remember,” Grover said.
Pravin Sutar, National Creative Director, Leo Burnett South Asia, said, “Just like with movies, music or sports, the internet can also be pretty brutal when it comes to critiquing coffee. And so came to be the ‘Roast the Roast campaign’. We tapped into our shared frustration of bad coffee to create something fun and engaging, by encouraging people to roast their worst coffee moments in exchange for a good roast coffee from BK Café.
“We let netizens go crazy and their stories sure did get wild! This not only created a buzz around the brand, but also positioned BK Café as the ultimate contrast to the horrible coffee experiences that preceded them,” Sutar added.
Creative Agency:
- Rajdeepak Das – Chief Creative Officer, Publicis Groupe South Asia
- Amitesh Rao – Chief Executive Officer, Leo Burnett South Asia
Creative:
- Vikram Pandey – Chief Creative Officer
- Pravin Sutar- National Creative Director
- Sandeep Iyer – Executive Creative Director
- Indrajeet Kadam – Senior Creative Director
- Mayank Trivedi – Creative Director
- Raj Chavan – Associate Creative Director
- Rohan Mathai – Copywriter
- Kimaya Patankar – Art Director
- Amey Gawade – Video Editor
Account Management:
- Kaavya Narang – Brand Services Partner
- Khushi Panchal – Senior Brand Services Associate
- Jasleen Kaur – Brand Services Associate
Strategy / Planning:
- Raghav Swamy – Vice President
- Samod Karnik – Brand Strategy Associate
