Multinational fast-food chains conforming their menus to cultural tastes is as old as Pulp Fiction’s Royal Cheese. Agency Superson helped Burger King Finland take this to another level, playing off the stereotype of shy Finns. Understanding it as an experience product, Burger King applied this concept to the drive thru, nodding to the common Finnish sensibility of reticence.
The brief was to increase app use, so they reconfigured the ol’ stand-by of the drive thru, to show how fast and easy it was to order via their app.
The spot is playful and funny, placing fast-food ordering into the realm of a clandestine caper.
And it turns out, it’s not just the Finns who resent talking to the muffled voice of the drive-thru.
The drive-thru model didn’t align with the value proposition of the app, wherein you could order ahead and pick-up, so rethinking the model required a relatable story to encourage users to do the same.