Why Burger King U.K. will pay you 20,000 pounds to try its Crispy Chicken Burger

Burger King has appointed BBH London to reposition its brand in the U.K, starting with a bold new campaign in which it offers someone 20,000 pounds ($22,400) to try its Crispy Chicken burger.

The move comes after the Burger King U.K. franchise was acquired by Bridgepoint at the end of 2017. Its new management team, CEO Alasdair Murdoch and marketing director Katie Evans, hired BBH without a pitch. (The agency has previously handled KFC but lost the account to Mother last year.)

Murdoch himself appears in the first ad, in which he offers a 20,000 prize to someone to try its Crispy Chicken via a competition and explains why. "We weren't born yesterday," he says as he queries why anyone would go to Burger King and order anything except a Whopper, as the screen reveals some of the negative comments Burger King has had in the past about its chicken in the U.K. (example: "that's so gross why would you get chicken from Burger King.")

The approach is somewhat reminiscent of Domino's U.S. work from a few years back where it shared customer reviews, both positive and negative, in an outdoor campaign.

The campaign launches this week across online, social, press and OOH. To enter, consumers need to post a video of themselves eating and giving a review of an imaginary Crispy Chicken burger, using #20Kfirstbite on Twitter or Facebook. The winning candidate will appear in a new ad, launching on TV on October 3.