Burger King MY gets juicy with Angus burger launch campaign

Burger King Malaysia is spicing up its menu and marketing with the launch of the limited time "Angus black pepper burger", a premium offering for customers seeking a more indulgent burger experience. At the heart of the campaign is the brand’s signature 100% Angus beef patty, presented as a bold upgrade from the usual fare.

The campaign plays up the burger’s rich, peppery profile with a premium yet playful tone, anchored by the tagline “Crafted differently, created distinctively.” Its brand video teases the elevated flavour while creating urgency around its short-term availability, positioning the Angus range as a must-try addition to the Burger King lineup.

The campaign rollout spans both digital and on-ground touchpoints, combining strategy, social assets, and video content for a full-funnel experience. From social animations to physical store visuals, every piece of creative is designed to amplify the indulgence and quality of the Angus patty.

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According to Burger King Malaysia, the Angus black pepper burger campaign reflects the brand’s broader strategy of offering flavour-forward innovations tailored to Malaysian tastes, with an emphasis on quality and limited-time excitement.

Central to the campaign is a 30 second brand video, delivering the message that the Angus burger is made of 100% Angus beef to give ultimate satisfaction, in a simple yet punchy fashion. It also features mouth-watering clips of beef steaks being sliced, and a thick and juicy patty being grilled. 

In tandem, the fast-food brand also hinted at upcoming menu innovations, including flavour localisation efforts that cater specifically to Malaysian palates. The Angus range, it said in a statement, is just the start of a more ambitious push to combine global quality with local flair.

The campaign also marks the first collaboration between Burger King and Kingdom Digital, which was appointed as creative agency for this project. The engagement is campaign-based, with Kingdom Digital handling everything from strategy and concept to production entirely in-house.

The agency told A+M, that it will also be managing the Angus burger campaign's social key visuals and assets, as well as the launch video and social animations, all of which are handled in-house by Kingdom Digital. It also shared that it was picked for the collaboration due to their strong track record in digital performance and their experience in the F&B space. 

“We wanted to elevate the Angus range with a premium yet playful tone that resonates with Burger King Malaysia’s audience, while also showcasing our end-to-end creative capabilities,” said Kingdom Digital's senior digital art director, Yee Sook Yan.

Meanwhile, Burger King Malaysia's head of marketing Leong Huey Ying said: “Partnering with Kingdom Digital for the campaign was a natural decision. Their strategic thinking and creative strength brought our premium offering to life in a way that truly resonated with our audience."

As seen in Burger King Malaysia's previous product launches, such as for its "Cheese leleh burger" and the "Saranghae sweet & spicy burger", the brand tends to keep its product launch videos sweet, short, and to the point, spotlighting its burgers as the main characters of the ads. 

Last year, Burger King Malaysia made headlings for faking an AI-generated video in its new ad. The ad, posted on the brand's Instagram page, sees a video of a Burger King manager making a burger. The accompanying text above the video reads: "This AI generated video is insane."

Under the video is the supposed prompt to make the AI-generated video which reads: "Prompt: Burger King manager making chicken burger with no expression while looking at a CCTV camera". The video, made in partnership with VaynerMedia, raked in comments from netizens in support of the ad, some of whom said that the admin "deserves a raise". 

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