Client: Burger King

TASK: Come up with a new product for Burger King and a headline-grabbing way to launch it.

Insight: Burger King is known to taste notably better in other countries.

Idea: Burger King believes that to truly have it your way, you should be able to have it every way.

Execution: Burger King introduces the BK Exchange program, inviting cooks from global Burger King restaurants to replicate recipes, and signature menu items and bring their native cultures to select US locations. This initiative allows domestic residents to enjoy an international menu, expanding their palates with flavors from around the world for the first time at US Burger King locations.