Broken Heart Love Affair has added one of the biggest QSR brands in the world to its client roster, after being named AOR for Burger King Canada.
A release announcing the change said that BHLA is “responsible for elevating creative and integrating Burger King Canada’s entire brand experience.” The agency has already started work, with the first creative scheduled for next month.
A release announcing the change said that BHLA is “responsible for elevating creative and integrating Burger King Canada’s entire brand experience.” The agency has already started work, with the first creative scheduled for next month.
“Burger King is iconic and wants to further enhance that iconic status in Canada,” said Jay Chaney, partner and chief strategy officer at BHLA.
"We are at an inflection point in Canada, with plans to build 150+ new restaurants, as well as remodel our existing restaurant base over the next four to five years," said Pratik Mehta, director of marketing at Burger King Canada.*
"We felt that this was the right time to increase investments in the brand and refresh our marketing communications to complement our increasing footprint in Canada. BHLA, with their strong leadership, felt like an ideal partner in this journey with their deep QSR experience as well as their experience on working with some of the biggest brands in Canada this past decade."
Earlier this year, Burger King Canada introduced the “You Rule” platform (and it’s ear-wormy “Whopper, Whopper” jingle) to Canada. That campaign was developed by O’Keefe Reinhard & Paul, which won the U.S. account in April 2022.
“‘You Rule’ as a platform is full of creative opportunity, and we have been working furiously together [with Burger King] to simultaneously define plans and to create work for the market that will get real consumers to pay attention and ignite love for the brand and it’s menu items,” said Chaney.
"'You Rule' is all about modernizing the guest experience and our classic “Have It Your Way” tagline. And we look forward to working with BHLA to cater You Rule to Canadian consumers," added Mehta. "We plan to launch a lot more Canada-led campaigns, alongside partnering on BK global campaigns that are relevant to the brand in Canada as well."
"There is an enormous desire on the part of our clients to do the best work in the market," said Chaney. "But this time connected to a coherent platform in ‘You Rule’ that helps define where the brand fits in the consumer’s world.”
*This article was updated with new comments from Pratik Mehta.
