Burger King^® collaborates with Tabasco^® in new TVC

"Burger King^® partnered with Tabasco^® to make a bespoke Tabasco^®," says Glenn Jeffery, executive creative director at Grey Advertising Africa.

"At the same time, simply showing shots of delicious food wasn't enough as that was an industry standard. We had to showcase the functional taste benefit in a culturally relevant way to make the offering stand out," adds Jeffery.

'Shuuu!' and 'Sho' are two phonetics that permeate throughout the campaign, both in video and on outdoor. In the TVC, the leading lady utters a disappointed "Shuuu" after a particularly unflattering driver's licence photo reveals her in mid-sneeze.

Negative sentiment is echoed by the lady behind the counter with a "Shuuu!" of her own in sympathy. The same sound is later expressed by a lady who bites into a deliciously spicy Hot Chilli burger at a Burger King^® franchise. This time, a slight change of tone renders the utterance to be one of positive appreciation.

According to the brands, South Africans are simply complex and the same simple sound can express a myriad of emotions ranging from disappointment to surprise and pleasure.

Jozua Malherbe, director at 7 Filmsremarked, says, "It's a real treat to work with the same brand and agency when you have synergy. The Burger King^® world is growing and with it some new characters and 'South Africanisms'. What we are getting right is speaking directly to audiences and showing them the world as they know it."

"We wanted a campaign that could translate the flavour and spice of the new Hot Chilli Lover. Our brief to our agency was simple: Explain spice and flavour in a South African context," says Ezelna Jones, marketing executive at Burger King^® South Africa.

"The result is a humorous and relatable TV ad that we can all enjoy. The Hot Chilli Lover is a spicy burger, with enough flavour to make you forget about all the 'Shjoe', 'Sho' or 'Shuu' moments of the day," concludes Jones.



For more information, visit www.burgerking.co.za. You can also follow Burger King^® South Africa on Facebook, Twitter or on Instagram.