To convince 18 to 24 year-olds to understand that flame-grilled burgers are better, we invented a council (that's totally not tied to Burger King in any way, obviously) to teach other chains how to properly prepare patties.
F.L.A.M.E. Council:
Free Lessons for Average McBurger chains Everywhere
Intro/Concept
Social
We created a social campaign native to this audience oddly reminiscent of your elementary classroom and even geo-targeted these ads to people sitting in opposing chain's stores.
Guerrilla
After the campaign has had time to develop, the F.L.A.M.E. Council will airdrop flame grills to a competitor (McDonald’s) as a gift designed to help their biggest competition join them in their mission to make the world a better place, with better burgers.
We'll also kindly drive a billboard around opposing joints for hours at a time to really drive home the message.
Web
The F.L.A.M.E. Council’s website, flamecouncil.org, is a platform for the rest of the Better Burgers training series, as well as a charity space for the council, a merch bar, who the council is, and more.
We imagine a headline might look like this:
Strategy: Trent Brown
Co-Creators: Carter Skeen, Mitch Howard, Emilee Rowe