Novelty to
Cult Following.
How 500 helped BK’s Chicken Fries become a
national phenomenon.
Everyone knows what they are now. You can even find them in the frozen food aisle. But when Burger King came up with the idea, Chicken Fries seemed like nothing more than a one-off, limited-time offering. Little did anyone know that with a whole lot of packaging and merchandising help from 500, this novelty would become an entire sub-brand with a cult following. Honestly, when was the last time you saw a QSR menu item have an entire digital museum devoted to its packaging? Over a two-year period, Chicken Fries grew into a menu mainstay with more than five flavors. Our favorite? Jalapeno. Yeah, at 500 Degrees, we like it hot.
Service
Branding, Packaging, Print, Photography, Social Media, Experiential
Client
Burger King
Summary
When it came to the mission of making Burger King cool again, Chicken Fries took the crown. What started as a one-off packaging project morphed into a sub-brand featuring a multitude of flavors, each one propelled into consumers’ awareness by our promotional stunts, swag collections and even singing Chicken Fries pods.
