Burger King is backing the launch of its Tendercrisp Premium Chicken burger with a fully integrated marketing campaign including a ‘disloyalty scheme’ which rewards consumers for ‘playing away’ from beef and buying the Tendercrisp Burger instead.

The campaign comprises TV ads, in-restaurant and outdoor communications creatively themed around ‘cheating on beef’.

US agency Crispin Porter + Bogusky has created 30’ and 10’ second TV spots depict a hungry man hiding in a hotel room devouring a Tendercrisp; but an angry cow breaks down the door.

Developed by London agency DLKW, the ‘disloyalty scheme’ offers consumers the chance to earn a free Tendercrisp if they successfully ‘cheat on beef’ five times.

In addition to the disloyalty cards, the Tendercrisp launch will be supported with bespoke POS and POP materials, including till-toppers, under menu banners and tray liners, all of which will use differing aspects of the creative to communicate the ‘so good you’ll cheat on beef’ message.