Jones Knowles Ritchie Designs Burger King Holiday Your Way

by Jessica Deseo on 02/01/2020 | 3 Minute Read

Editorial photograph
Editorial photograph
Editorial photograph

Is there anything more cliched and devoid of original thinking than the Holidays?

Every brand trotting out the same old imagery, the same old ideas, the same festive cheer? Like many others, each year, Burger King gets in on the act and gives its stores and its packaging a xmas themed makeover too. They’d done some good stuff but it was just ok, you know? But nothing that lived up either to its disruptive creative reputation, nor the bigger promise of its brand: Be Your Way. In 2019, we wanted to change that.

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The Holidays - a prison of enforced ritual, polite behavior and “fun” that you grudgingly participate in solely to keep the peace and not upset the relatives. We knew there were a hundred things people would change about the holidays if they could - a whole array of traditions, ideas and imagery that no-one ever questions or changes. So what does the brand that encourages people to have life Your Way do? We launch #HolidayMyWay — a global creative initiative inviting guests to express their version of holiday by drawing on our cups, bags, crowns and more.

Editorial photograph
Editorial photograph
Editorial photograph

Utilizing the 2 sides of our packaging, we created simple packaging using traditional holiday phrases and imagery, arming customers with a black marker and leaving space for them to then doodle, sketch and completely reimagine these words and imagery “their way”, to kick start the creativity. We also encouraged people to share their designs on social with the hashtag and promoted the initiative through BK’s own instagram stories. The BK Instagram Story reached 22,865 accounts -- and we had 22,347 users continue to watch through the story. To further, we also recruited artists from around the globe to donate their time and talents to design one-of-a-kind packages up for auction, all in support of the BURGER KING McLAMORE? Foundation. The McLAMORE? Foundation auction generated over $1,200 worth of bids for BK paper bags (and that’s a lot, considering the retail cost of a paper bag is $0.50).

Editorial photograph
Editorial photograph

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