QSR/Burger King

Editorial staff

Burger King, the American burger market leader, has joined forces with Carnival, a globally renowned Thai street fashion brand, to launch new campaign to expand its customer base among teenagers.

Chanin Nakarattanakorn, senior digital marketing manager of Burger (Thailand) Co, said that Burger King has taken further steps to expand its customer base among teenagers by partnering with Carnival, a Thai multi-brand street fashion retailer that is popular with the new generation, to launch the 'Burger King Meets Carnival’ campaign.

Carnival and Burger King share overlapping target demographics, especially among the younger generation. Therefore, this collaboration offers both brands a significant opportunity to widen their customer bases and reach new consumers and also provide existing customers with a novel experience by seamlessly blending the distinct strengths of both brands.

Younger generation, especially Gen Z and Gen Alpha, is a highly potential group and plays a crucial role in the brand’s future growth. They place importance on several factors such as new flavours, value for money, and unique dining experiences.

Employing marketing communications that are approachable, humorous, and reflect the brand’s fun, cheeky, and friendly character would effectively engage Burger King with the youth demographic and allow the brand to reach its target audience efficiently.

The first highlight of this campaign is the exclusive ‘Spicy & Crispy Carnival Burger,’ designed to link the unique characteristics of both brands. It offers a new experience by combining the deliciousness of a burger with the fun of street fashion.

This burger embodies the bold Thai flavours in line with Burger King’s core theme for the year, ‘Thai palates deserve authentic Thai flavours.’ It combines an array of unique flavours with a street-inspired twist from Carnival, featuring a thick, soft burger bun filled with a large grilled pork or beef patty, cooked over a flame grill for that smoky aroma, topped with spicy Northeastern Thai-style ‘Jaeo’ sauce, creamy mayonnaise, melted cheese, and crispy fried shallots.

Additionally, the campaign brings excitement to the fashion world with the launch of a limited edition clothing collection, including T-shirts, denim shorts, sweaters, and caps, featuring Burger King’s signature colours and playful, bold, and modern character elements as key design components. The collection was also available from 14 September 2024.

“Through this marketing campaign, we aim to reach the target audience, especially teenagers, and we expect it will help significantly increase Burger King’s brand awareness, driving growth in the final quarter of this year. This initiative will not only position Burger King as a regular restaurant but as a brand that truly understands, connects with, and meets the lifestyle needs of the new generation," Mr. Chanin said