Burger King
Melting Pot Sauces
Come up with a new product for Burger King and a headline-grabbing way to launch it.
INSIGHT
One of the best ways to celebrate and express cultural diversity is through food.
IDEA
Debuting in the official melting pot of the U.S., Burger King launches their Melting Pot Sauces, based on different communities that make up NYC at the Queens Night Market.
EXECUTION
Blending some of the most recognizable flavors from around the world, Burger King releases three new fusion sauces called the Melting Pot Sauces, inspired by different cultures in NYC: Teriyaki BBQ sauce, Chipotle Salsa, and Caribbean Mango Hot Sauce.
At the Queens Night Market, Burger King will have all three sauces available to taste test early with free chicken fries. Also, partnering with local vendors, exclusive merch celebrating Burger King’s cultural inclusivity campaign will be available.
Finally, following the official release of the Melting Pot Sauces, the community can vote online for the best sauce, and it will be added permanently to the menu.