The Challenge: Introducing a new gourmet burger while keeping its fast food charm.

With the launch of the Jammin' Bacon Hungr-Buster®, featuring bacon jam—a premium ingredient that could confuse some customers—we needed to position it as an elevated burger at fast-food pricing. The goal was to showcase its gourmet appeal without implying it was overly fancy or bland.

Our Strategy: Embrace Flavor Layers and Playfully Lean into "Jam" as a Concept

We highlighted each unique layer of the burger to distinguish it from typical menu items, and, playing off “jam” in "bacon jam," the Jammin' Bacon Hungr-Buster® was born. Inspired by the iconic, head-banging scenes from Wayne’s World, we portrayed this burger as a must-try meal that compels people to “rock out” no matter their age. On TV, we used energetic visuals that showed people jamming along with every bite. For social media, we extended the jam concept with a giveaway, creatively exploring different interpretations of “jam” through trends like music jams, favorite jams, and food jams.

This campaign exceeded all social media goals for the year, with the giveaway driving a 20% increase in Instagram engagement as we tested new video formats.