BK Taste Lawyers: A New Flame-Grilled Contender Arrives

The star of the campaign is the BK® Taste, a flame-grilled burger available in 1, 2, or 3 patty versions and served with a new smoky Taste Sauce. It launched nationwide across Brazil, offering something familiar yet distinctly “BK”—affordable, customizable, and packed with grilled flavor.
But the way Burger King chose to introduce this item is what earned the spotlight.

A Campaign Rooted in a Rivalry

The fast-food world has long been known for its iconic rivalries, and this campaign leans right into that history.
Over the years, many consumers have pointed out similarities between BK’s new release and a competitor’s well-known burger. But what most people don’t know is that the competitor’s burger was originally created to mimic the Whopper. Back in the early 2000s, the Whopper’s popularity pushed other chains to engineer their own “big, smoky, grilled-style” sandwiches to keep up.

So Burger King flips the narrative:
If a competitor copied the Whopper, then BK copying that copy would technically mean they’re just… copying themselves.
Except they aren’t.

Because the BK® Taste isn’t a duplicate—it’s an evolution. Flame-grilled, customizable, and more affordable, it reflects BK’s essence more than any comparison suggests.

Calling All Lawyers: A Playful Legal Review

To spotlight the originality of their new creation, Burger King and AlmapBBDO introduced a brilliantly unexpected idea:
Invite lawyers to professionally evaluate the BK® Taste.

How It Worked
At participating BK® Drive locations across Brazil, any lawyer who presented their official Brazilian Bar Association ID received a free BK® Taste 1.0. The intention? Get impartial, expert “legal opinions” on whether the new burger could truly be considered a copy.
This tongue-in-cheek approach blends humor with social commentary, creating a campaign that feels fresh, relevant, and highly shareable—especially in a country known for strong online engagement.

Why This Campaign Works

This activation delivers on multiple levels, making it a strong example for marketers and creatives alike.

1. Taps Into Cultural Conversation
   People already speculate about similarities between fast-food burgers. BK uses that chatter as fuel—turning a potential criticism into a marketing advantage.
2. Leverages Humor Without Being Aggressive
   Instead of calling out competitors directly, BK uses lawyers as neutral “experts.” The legal twist softens the rivalry with wit and intelligence.
3. Reinforces Brand Identity
   Flame-grilled flavor, straightforward communication, and a bit of irreverence—everything about the BK® Taste aligns with the brand’s long-standing personality.
4. Creates Real-World Engagement
   Offering free burgers to a specific professional group is unusual enough to drive attention and word-of-mouth, both online and offline.

Key Takeaways for Marketers & Creatives

The BK Taste Lawyers campaign demonstrates several practical lessons:

• Use brand heritage strategically – BK turned a decades-old rivalry into a timely, relevant story.
• Lean into humor with intention – Comedy can elevate a campaign when it aligns with brand voice.
• Make activations participatory – Involving lawyers directly transformed the idea from a simple promotion into a cultural moment.
• Turn conversations into opportunities – When people talk—whether positively or negatively—brands can redirect that momentum in clever ways.

Conclusion: A Smart, Flavorful Start to 2025

With the BK Taste Lawyers campaign, Burger King and AlmapBBDO once again prove their mastery of witty, bold advertising. By merging food culture, humor, and a dash of legal flair, they created a campaign that not only highlights the BK® Taste but also strengthens Burger King’s place in Brazil’s competitive fast-food landscape.
It’s a reminder that great advertising doesn’t always need to lean on grandiose storytelling—sometimes, all it takes is a clever twist, a bit of courage, and a perfectly grilled burger.

If the rest of 2025 continues with this level of creativity, fans of smart marketing (and flame-grilled burgers) are in for a good year.

This campaign is about:
Burger King Brazil, BK Taste Lawyers, BK Taste Campaign, Creative Advertising Campaigns, AlmapBBDO Brazil, Fast Food Marketing, Burger King New Launch, Flame Grilled Burger, Marketing Campaign 2025, Advertising Case Study, Brand Rivalry Marketing, Creative Marketing Ideas.

When people think about Spotify advertising, chances are their minds go straight to audio ads — the kind that pop up between songs or podcasts. But what if that assumption is limiting how media planners perceive the platform? What if Spotify’s potential as a multi-format ad powerhouse is being overlooked… simply because no one thought to look inside a spreadsheet?

That’s exactly the insight Spotify ran with in its wildly creative and unorthodox B2B campaign: Spreadbeats — a groundbreaking idea that turned Excel spreadsheets into fully functioning music videos, proving once and for all that Spotify is anything but audio-only.

Rethinking the Media Plan: The Birth of “Spreadbeats”

In the world of media planning, spreadsheets are sacred. They’re where million-dollar ad decisions are made. Spotify recognized this and saw an opportunity not just to insert itself into that conversation — but to completely reinvent it.

To show media buyers that Spotify’s video ad offerings were not only legitimate but more engaging than many of the usual suspects (think Google, Meta, YouTube, TikTok), the platform created something audacious. It didn’t just tell planners about its capabilities — it showed them, in the very format they live and breathe: Excel.

Turning Data into Art: A Music Video Inside a Spreadsheet

Partnering with Coachella headliner John Summit, Spotify transformed millions of data points into a stunning, four-minute Excel-based music video. The tab looked like an ordinary media plan at first glance. But once opened, the rows and columns came alive with vibrant visuals and immersive sound — an experience that was equal parts data and delight.

This wasn’t just a clever file embed or a flashy gimmick. The music video was entirely built from scratch using nothing but native Excel functions — think ASCII characters, Unicode, graphs, conditional formatting, and a whole lot of human creativity. No AI. No shortcuts. Just old-school digital wizardry reimagined for a new purpose.

Meet E7: A Story Told in Cells

At the heart of the video was a story — one that added emotional resonance to the technical brilliance. The narrative followed E7, a character born into a logical world of numbers and data. As she questions her place, she embarks on a visual journey of self-discovery, growing and evolving through increasingly complex, beautiful forms. The metaphor? Just like E7, Spotify Advertising is so much more than it first appears.

Personalized, Scalable, and Seamless for Sales Teams

To bring this idea into everyday sales conversations, Spotify equipped its team with a Spreadbeats Generator. This internal tool allowed sales reps to input personalized details — such as the client’s name, brand, and RFP specs — and generate a fully customized Excel file that included the media plan and the music video.

It was a seamless blend of functionality and storytelling — one that delivered a message right where planners were most receptive.

Campaign Objectives

The Spreadbeats campaign had clear goals:

• Increase awareness of Spotify’s multi-format ad solutions
• Drive consideration, brand relevance, and love among media planners
• Challenge the perception of Spotify as just a digital audio platform

And in every category, it delivered.

The Results? Off the Charts.

By hacking the very platform media planners use daily, Spotify didn’t just make a statement — it sparked a movement. The numbers speak for themselves:

• 17:1 return on investment
• +5,650% more email forwards than the B2B industry average
• +870% ad engagement compared to previous paid campaigns

More importantly, it reshaped how advertisers perceive Spotify, positioning it as a creative, innovative, and highly effective channel for video as well as audio.

Why This Campaign Matters

The brilliance of Spreadbeats lies not just in the execution, but in the insight. Spotify identified a blind spot in its own brand perception and tackled it head-on — not with a conventional media buy or flashy keynote, but by meeting media planners exactly where they are and delivering an experience they couldn’t ignore.

It’s a bold reminder that the medium can be the message — and that sometimes, the most innovative ads don’t live in billboards, banners, or even video pre-rolls… they live in spreadsheets.

Final Takeaway

Spotify’s Spreadbeats campaign is a masterclass in creative B2B advertising. It combines deep audience insight, technical ingenuity, emotional storytelling, and flawless execution to break down misconceptions and open up new conversations.

For anyone in marketing, it’s a powerful case study on how to turn perceived weaknesses into creative gold — and how thinking inside the (spreadsheet) box can sometimes be the most radical move of all.

Credits
Brand: Spotify
Creative Agency: FCB, New York
Production Company: Uncharted Limbo Collective, London
Post Production Company: Colossal, Curitiba
Other: Bogota Curitiba ; DaHouse Audio Los Angeles ; Spotify New York

This campaign is about:
Spotify Advertising, Creative B2B Campaign, Spotify, Excel, Advertising Campaign, multi-format ad solutions, Spreadbeats, Innovative Marketing, Advertising Case Study, Digital Campaigns