Burger King: Chicken king fashion week

Fast food brand Burger King created a fashion-focused brand experience to promote its new Chicken King burger in Korea.

Background and Context

In the increasingly competitive domestic burger market, Burger King established itself as the leading QSR(Quick Service Restaurant) brand, establishing more stores than McDonald's in Korea-the only case globally-focusing on the Whopper, featuring beef patties as its flagship product. However, in the chicken burger segment, Burger King has faced challenges, lagging behind competitors. Despite launching 12 chicken burger variants over the past 20 years, Burger King was unable to establish a flagship product in the market. In this situation, Chicken King, a new flagship chicken burger, was launched with the goal to develop another Whopper. Chicken King's product...

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