2. ‘Our chicken sucked. Let’s tell the world!’
Transparency doesn’t stop with menu items, or at least Burger King is betting as much. This week, with the launch of a reformulated chicken sandwich, the chain is candidly explaining why it revamped the item: The prior version was terrible.
The brand makes that point in a new ad series that quotes what disgusted customers posted about the old sandwich on social media.
“The Dumpster even rejected my disgusting chicken sandwich from Burger King,” reads one.
“Burger King chicken sandwiches are so gross the chicken cutlets would be better used to stuff my bra,” says another.
Acknowledging the poor taste of the prior sandwich sets up boasts about the new version. The approach also helps the chain gloss over the new chicken patty’s smaller size.