Burger King Philippines taps into online cravings with dentsu's 'Real feels' campaign

Burger King Philippines and dentsu Creative Philippines have teamed up to serve “Real feels”, a playful social media campaign that turns real online conversations about cravings into burger-inspired visuals.

In 2024, global chatter about food cravings surged to over 2.5 million conversations - a 195% jump from 845,000 the year before. Recognising the potential in this digital appetite, dentsu translated the emotional language of cravings into a visual language of food, with Burger King’s signature ingredients as the medium.

The creative concept layered chat bubbles - styled as burger components such as buns, lettuce, patties and cheese - into arrangements resembling the brand’s most recognisable menu items. The resulting images doubled as both visual puns and realistic depictions of burgers, designed to stop the scroll and spark hunger.

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Launched across Instagram and Facebook, “Real feels” spotlighted five key products: the Original Whopper, X-tra Long Chicken, 4-Cheese Whopper, Chicken King, and Double Cheeseburger.

“We’re proud to collaborate with a partner who understands our audience as deeply as we do - recognising their authenticity and embracing their playfully irreverent side,” said Kristine Wong, marketing head at Burger King Philippines.

For dentsu, the campaign is about connecting cultural truths with brand storytelling. Nikko Borromeo, creative director at dentsu Creative Philippines, explained: “At dentsu, we always aim to meet people where they are, and we want to bring that to life for our clients. Growing up in a Filipino culture that loves food, our team immediately connected with the idea of cravings as an emotional truth. By listening to the pulse of how Filipinos talk about food, we delivered an interactive engagement where every layer, like every bite, speaks.”

The work was led by executive creative director Gary Amante, alongside Borromeo, associate creative director Clarence Santos, and art director Isaiah Pascual.

Burger King Philippines operates under Jollibee Group, which in 2011 acquired a 54% stake in the local franchise holder.

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