In an industry where constant innovation is key, launching new products in a way that stands out is a challenge. The brand sought to introduce two new limited-edition burgers—the Giant’N Bacon and Giant’N Cheese—in a way that broke through the noise, generated organic buzz, and reinforced its playful brand identity.
To create a launch campaign that was not only memorable but also deeply engaging for key brand advocates. The goal was to turn the debut of these two new burgers into an event—something more than just a menu update, but rather an expansion of the beloved “Giant” family that felt personal, celebratory, and shareable.
A bold, storytelling-driven launch that captivated influencers and set the tone for continued brand innovation.We crafted an experiential influencer campaign that framed the new burgers as “newborns” in the Giant family.A custom-designed birth announcement box was developed, containing playful elements that reinforced the theme:
Exclusive deliveries to 30 key influencers, ensuring personalized interaction and high social media visibility.Timed delivery on launch day, February 6, 2024, to maximize real-time buzz.
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The campaign successfully engaged influencers and sparked organic excitement around the launch:High-impact unboxings and sharesacross social media, driving awareness.Positive sentiment and engagementfrom both influencers and their followers.Established a new creative directionfor product launches, reinforcing the brand’s personality.
