Newcomer at the establishment is Burger King.
Burger King is set to make a significant shift in its social media presence, aiming to become a more active participant in online conversations rather than just a speaker. The fast-food giant has partnered with digital agency Charles & Charlotte, with the goal of establishing a 'direct connection to the community' through data-driven insights and creative storytelling.
The new strategy, spearheaded by Charles & Charlotte, will see Burger King using social media as a 'real cultural touchpoint' rather than just an advertising channel. Humour, stance, and creative relevance will replace traditional product shots and sales communication, with the focus on creating content that is more digitally relevant and faster-paced.
Yvonne von Eyb, CMO of Burger King, is excited about the partnership, expressing her hope that it will help further establish Burger King in pop culture on social media. Paulina Schumann, Co-Founder of Charles & Charlotte, plans to fundamentally transform Burger King's social media presence in terms of content, visuals, and tone.
Charles & Charlotte, who have been managing Burger King's social media tasks since spring 2023, will be responsible for the strategic direction, creative content production, and platform-native execution of Burger King's social media channels. The agency is currently working with a variety of clients, including Penny, Fraenk, Beiersdorf, Nikon, Cosnova (Essence, Catrice), and Jack Wolfskin.
The new approach prioritizes consistent community engagement and provocative ideas, with the aim of making Burger King's brand values tangible. The focus is on formats that bring both reach and conversation value, ensuring that Burger King's brand is not just seen but also heard.
Ela Winnefeld, Senior Manager Digital Marketing Communications at Burger King, is looking forward to the partnership, expecting creative and extraordinary ideas. The 'Oma Grete' campaign, originating from Burger King's main caretaker Grabarz & Partner, is one of the social media tasks that Charles & Charlotte has been involved in.
Previously, the social media tasks for Burger King were with the Munich advertising agency David + Martin, which took over the lead for social media in 2022. The shift to Charles & Charlotte marks a new era for Burger King's social media presence, with the aim of making the brand more engaging, relevant, and culturally significant in the digital age.
