You know November has arrived when you hear the term “Movember” – an annual month-long event that aims to raise awareness about men’s health issues.
Burger King has jumped at the opportunity to show its support for the movement by shaving the iconic moustache of its mascot The King, in a bid to grow a creative moustache (also known as the “Kingstache”) .
In the campaign “Movember King”, The King encourages consumers to participate in the #kingstachechallenge and raise awareness for men’s health by growing their own “epic stache” and sharing it on social media. “Movember King” was conceptualised and executed by creative digital agency Code and Theory.
The campaign video showcases The King sporting different moustaches named after Burger King’s food items, such as “The Whopper Bun”, “The Rodeo King” and “The CROSSAN’WICH”. The King will also have its profile on www.movember.com so consumers can follow its moustache journey.
“We are proud to show our support for this cause and hope our guests enjoy watching the King’s mustache transformation throughout the month of November,” Alex Macedo, president of Burger King, North America, said.
“Movember King” comes after Burger King’s recent Halloween campaign, which leveraged on the classic fear of clowns to capture attention. In a Facebook post which featured clowns eating burgers, the company wrote that “Even clowns should eat like Kings”. The post garnered over 2.7k reactions, 383 shares and 52 comments at the time of writing. Some netizens commented that Burger King was taking a dig at McDonald’s, whose mascot happens to be a clown. One netizen even commented “Why eat like a clown when you can dine like a king?”
Burger King also took a dig at McDonald’s during the special pre-premiere screening of the movie IT in Germany, which saw the phrase “The moral is: never trust a clown” pop up on the screen before the end credits. The idea was conceptualised by German-based creative agency Grabarz & Partner, according to Adweek.
Closer to home, Burger King Singapore recently partnered with Havas Media, The Idea Laboratory and Mediacorp OOH Media to launch a campaign to promote its Burger King Stackers. One of OOH Media’s six-sheet creative panel was redesigned to showcase a towering stack of juicy patties within a burger. By incorporating a simple built-in game, the panel encourages engagement and talkability from commuters.
Men out there, do your job and join the #kingstachechallenge!
(GIF courtesy: GIPHY)