Ask, and you shall receive Burger King’s Chicken Tenders… Again.

 

Since their 2013 discontinuation, the Internet has been ablaze with protests. There are actually petitions you can sign to bring them back, and Business Insider puts them at the #1 spot in a list of most-missed fast food items. In the Summer of 2018, their long-anticipated return was finally, finally on the horizon, and I found myself leading the art direction in the campaign announcing their return. Burger King wanted to treat this as a launch vs. a re-launch due to a slight change in recipe, but in a way that still spoke to the tried and true chicken tender lover who survived their five-year hiatus. No pressure.

 

With the help of an amazing team of illustrators, graphic designers, food stylists and commercial food photographers, we presented Burger King’s new and improved Chicken Tenders to the world with a comfort food/old friend kind of nostalgia, that still presented the new news to those not-so-familiar with the original product. Tenders had a soft launch in several of Burger King’s test markets, and actually performed so well, so quickly, that we were already polishing creative for the national roll-out before the testing even ran its course.

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Here you'll find a few samples from the test merch, as well as a silo shot and an example of how we carried test creative through to the national campaign. 

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