Created by the David agency, the campaign includes a film for TV, social networks, digital channels and out of home media.
Burger King reinforced its relaxed positioning by innovating communication by creating a crossover between brands with the virtual influencer, Lu, from Magalu.
The campaign, created by the David agency, includes a film starring Lu and other advertising pieces from the chain, which promote the two Whoppers for R$25 promotion, in addition to reinforcing BK’s commitment to not using preservatives, colorings and artificial flavorings in the ingredients of its sandwiches.
“Lu is a perfect fit for us, and now she is literally the face of BK! This is the first time we have partnered with a virtual influencer in this way, and we can already see that we got it right. We understand that it was the perfect hook to highlight the absence of artificial colors and flavors in our products, contrasting with a virtual character that is well-known by Brazilians,” says Mayra Dietzold, marketing director at Burger King.
In the film, Lu is inside a BK store and wears the brand’s famous crown, until she realizes that she is in the “wrong” commercial. But, since she is there, she takes the opportunity to talk about offers. When trying to hold the Whopper, the influencer regrets not being able to try the burger because it is virtual, unlike the sandwich that is made with 100% beef and is free of any artificial additives. The video ends with a parody of the famous jingle “tem no Magalu, tem no Magalu!”, which became “tem no BK, tem no BK!”.
“This is just the first action with Lu, after the update we made to her new 3D model and the launch of her new version. From now on, you can expect more presence from Lu in incredible campaigns like the one for BK, because in addition to the significant leap in graphic quality, with the help of AI, productions are now faster and more diverse, which enhances Lu’s role as an influencer and increases advertising possibilities, especially in video”, explains Aline Izo, content and social media manager at Magalu.
The pieces include broadcasting on TV, social media, digital channels and out of home media.
