Problem: Burger King is known for its iconic Whopper but lacks a unique, high-demand item that differentiates it from other fast-food chains. Previous attempts to introduce hot dogs on the menu did not achieve lasting success, with prior launches ending in low interest.

Insight: Reality TV and interactive experiences are popular with Burger King’s target audience, and the concept of competitive culinary travel could attract attention and drive engagement, especially if it ties to an upgraded food item. With sauces being a top-requested item, a focus on creating unique, international flavors could make Burger King’s hot dogs a standout offering.

Solution: Launch "Race for the Crown," Burger King’s first reality TV series, where teams travel globally to create the perfect sauce for Burger King’s new upscale hot dog, featuring a toasted brioche bun, caramelized onions, and seasoned international meats. The interactive series allows viewers to vote on the winning sauce each week through the BK app, with finalists attending a live finale event in Los Angeles. The campaign generates buzz around the new hot dog product while enhancing brand engagement.