Why Burger King decided to join the Rap bandwagon…


Joining the rap bandwagon is yet another brand. Burger King India unveiled #WrapsWithoutGaps for its recently launched ‘new Loaded Wraps’.

The latest Burger King campaign is a social experiment where real rappers along with beat-boxers were asked to rap their heart out about the newly launched Burger King wraps, based on their experience. The film captures the expressions of these talents, creating music that describes the taste of these wraps.

“While we have strong equity in burgers, we constantly strive to enhance our guest experience through variety,” Srinivas Adapa, CMO – ‎Burger King India told Social Samosa.

“Rap is becoming a part of our pop culture thanks to Bollywood and the ubiquitous social media platforms that are springing new talent regularly. While there was the obvious pun element of pairing rap with Wrap, what really made it an easy decision is the fact that rap as an art form resonates with our brand essence of self-expression and just being who you are,” Adapa adds.

The brief given to the agency was “to bring the launch of the wrap to life through an impactful and organic campaign.”

Also Read: 6 palatable marketing takeaways from Burger King’s social media strategy

Batting with Burgers

Burger King India was the official partner for Mumbai Indians for the second year in a row. As a part of the association, Burger King launched Mumbai Indians Masala Whopper. It all brought back the Sixes for Kings campaign through which every six hit b and each wicket taken by Mumbai Indians player, the brand gave away Whopper meals to the girls of Avasara Foundation, their NGO partner.

“IPL is a high impact environment but also comes with a lot of brand cutter,” Adapa shares. “In such an environment its imperative for brands to stand out as fresh and different rather than the run of the mill plug-ins.”

Also Read:What happened when Burger King liked tweets from eight years ago!

Additionally, Burger King launched MiPlayYourWay, as a part of which MI players donned the role of Burger King crew in one of the Burger King Flagship stores and the guests were caught by surprise and were thrilled to see the likes of Jasprit Bumrah and Yuvraj Singh serve them Whoppers.

“Brand fit, reach & impact are hygiene, what makes the real difference is the cut through of your communication to be able to stand out in an extremely cluttered environment,” he concludes.