The Opportunity
Come up with a new product and a headline grabbing way to launch it.
The Insight
Fries are the one food people assume they have permission to steal. “Just one” almost always turns into half your box, if not the whole thing.
The Solution: Collateral Crunch
With fries under constant attack, Burger King introduces Fry Insurance, an optional add-on that gives you a backup order for when someone inevitably strikes. To combat the “Let Me Get a Fry” epidemic, Burger King declares National Fry Theft Awareness Week, rolling out fry bodyguards, decoy containers, and over-the-top PSAs. All to protect what matters most: your fries.
ROLE: Designer, Art Direction
CLIENT: Burger King
NOTE: Spec work created through
The ONE School program.
CLIENT: Burger King
NOTE: Spec work created through
The ONE School program.
Designed to fit seamlessly inside a standard Burger King bag, Fry Insurance comes in a custom, two-tier package just shy of the bag’s height. The top compartment holds a small portion of ‘decoy fries’ for would-be thieves, while the bottom protects your untouched fries. Once the decoy portion is gone, the top tears away, leaving your real fries safe and ready to enjoy.
Select Burger King locations celebrate National Fry Theft Awareness Week by activating an in-store experience complete with fry security details posted on site, ready to intervene when fries are under threat.
