From Arby's meat-scented loungewear to Pizza Hut's nostalgic streetwear collection, the fast food brand apparel lines just keep coming. Now Burger King U.K. has created one— a luxury item designed to camouflage your spillages.
What the chain is dubbing the "Fall Collection" promotes the U.K. launch of its two "Gourmet Kings" luxury burgers, The Argentinean and The Steakhouse. To create awareness, agency BBH London created a silk shirt emblazoned with a pattern featuring tomatoes, rocket, BBQ sauce, smoked cheddar cheese, onions and bacon.
Designer Kate Eary (who has worked with the likes of Ikea and Yeezy) was commissioned to create 100 of the limited edition shirts. To enter into a draw to win one, people need to purchase one of the new burgers via the Burger King U.K. app; winners will also get free fries and a drink.
The promotion will be supported with a TV commercial and out-of-home ads also created by BBH, social activity by Coolr and PR from Frank.
“We wanted to do something for Burger King that would fit in culture, in a tone only they could," said Felipe Guimaraes, creative director at BBH. "Creating a limited edition silk shirt that hides the inevitable spillages of their latest burgers seemed like the perfect way. Not only was the idea a bit bonkers, treating it with the same level of craft and tone of a high fashion brand made the project the gem that it is today."