Creative in association withGear Seven

Burger King and BBH Launch a Gourmet Garment to Celebrate Latest Menu Editions

Advertising Agency
London, UK
Bespoke shirt comes with a unique pattern designed to camouflage any spillages when enjoying the new burgers

Following the successful launch of Burger King’s new Gourmet Kings range last week, the restaurant has unveiled its first range of branded apparel. The limited-edition shirt is designed for dining in style, with the camouflage print helping customers disguise any inevitable spillages that may occur from enjoying the restaurant’s gloriously messy burgers.

Created by BBH, The Fall Collection is a one-size fits all box-fresh shirt inspired by an array of the Gourmet Kings burger ingredients. Creating a one-of-a-kind mouth-watering print, the shirt is made from juicy tomatoes, fresh rocket, Bullseye BBQ sauce, smoked cheddar cheese, crispy onions and sweet rashers of bacon, all clearly listed on the garment’s label.

The exclusive London-made wonders will be available for 100 lucky Burger King customers. All fans need to do to be in with the chance of winning a shirt from the Fall Collection, is purchase one of the new Gourmet Kings Range burgers – The Argentinian or The Steakhouse – via the Burger King app, where they will then be entered into the draw. What’s more, customers will also receive free fries and a drink with every order made.

The flame-grilled burger chain has collaborated with celebrated British designer Katie Eary, to create this unique design. Katy Eary has her feet firmly planted in the contemporary fashion market, having collaborated with the likes of IKEA, Yeezy, Matches Fashion and Mr Porter. While Rav Matharu, founder of clothsurgeon, who was behind the construction of the digitally printed silk shirts, has worked with leading brands such as Champion, Selfridges and Vans to name a few.

The Fall Collection is supported with TV and OOH also created by BBH, social activity by Coolr and PR from Frank. Media has been planned and bought by Vizeum.

Soco Nunez, brand and communications director at Burger King UK, also comments: “After months in the making, we are so excited to reveal our passion project to the world and celebrate the new Gourmet Kings Range, in collaboration with two cutting-edge craftsmen: Katy Eary and Cloth Surgeon. We want our fans to enjoy the premium ingredients of The Argentinian and The Stakehouse burgers without worrying about spillages and urge them to get gloriously messy!”

Katie Eary, British fashion designer and behind the Fall Collection, states: “I’m honoured to be working with such a well-established restaurant and Burger King UK gave me the creative licence to create something fresh and unique. A celebration of the new menu, the camo takes cues from the freshest ingredients, which has resulted in something special and never been seen before. Plus, I love how each shirt will offer a tangible benefit for those lucky Brits who get their hands on one – a worry-free way to indulge, spills or no spills and 100% satisfaction guaranteed.”

Felipe Guimaraes, creative director at BBH, commented: “We wanted to do something for Burger King that would fit in culture, in a tone only they could. Creating a limited edition silk shirt that hides the inevitable spillages of their latest burgers seemed like the perfect way. Not only was the idea a bit bonkers, treating it with the same level of craft and tone of a high fashion brand made the project the gem that it is today. I love it, hope everyone else does too.”

Work from BBH London