The Creative Portfolio of Ross Maupin, Creative Director
The Creative Portfolio of Ross Maupin, Creative Director
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BK Chicken Fries

#ChickenFries Are Back… Again

Chicken Fries had already become an iconic symbol for millennials. The packaging was designed as "screen bait" to make them irresistible to post. They had started sharing the packaging on Instagram to signify a moment of indulgence and escape… until BK pulled it from stores yet again. So, for the (second) relaunch of Burger King's most beloved product, we created real and virtual emoji sticker packs to reinvigorate sharing as it launched. Instead of creating the content from the brand, we gave a set of tools to fans and key group influencers so that they could launch it in their own way. The campaign has since been repeated in markets around the world.

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(DISCLAIMER: Yes, this multi-post Instagram style is generally frowned upon now, but at the time we were among the first to do it, and it worked really well.)

(DISCLAIMER: Yes, this multi-post Instagram style is generally frowned upon now, but at the time we were among the first to do it, and it worked really well.)