Burger King Romania is launching a range of limited-edition products under the Summer Crunch umbrella

Publicis Groupe Romania presents the first regional communication concept for Burger King in Central and Eastern Europe, with the launch of the Summer Crunch campaign. This summer, all friends are invited to Burger King Romania to try the new limited-edition products: Crunch Burger, Crunch Wrap, and Crunch Salad. For each of the three products, customers can choose from chicken, beef, or Plant-Based options. Alongside Romania, the Summer Crunch concept is available in Poland, the Czech Republic, Slovakia, and Bulgaria.

When it comes to food, taste is the first thing we all think about. However, food entails a complete sensory experience: from how it looks, the textures it combines, how it smells, and surprisingly, how it sounds.

Publicis and Burger King realized that sound is an important part of how we enjoy food. Therefore, the new regional campaign aims to highlight the new range of summer products, especially through the sounds produced by the fresh and crunchy ingredients in each product, such as cucumber, lettuce, or crunchy bacon.

“This summer, we are launching three products made from fresh and crunchy ingredients: Crunch Burger, Crunch Wrap, Crunch Salad. In addition to Burger King’s unmistakable taste and the quality of the products our customers are accustomed to, we wanted to bring something extra, especially since this time it’s a regional campaign. We worked with the Publicis group, which had a creative and innovative approach that perfectly aligned with our vision. Hear the Crunch, the idea behind the campaign, speaks about how sounds can add an extra flavor to an already delicious meal,” said Alin Nenciu, Marketing Manager of Burger King Romania.

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The new Summer Crunch products – burger, wrap, and salad – are available in all Burger King restaurants nationwide from June 30 to September 30. They come in three variants: beef, chicken, or Plant-Based. Along with Burger King’s unique grilled taste, fresh onions, fresh cucumber, or crunchy bacon, they transform this summer into an unmissable crunchy experience.

“Every campaign we work on with Burger King is a new creative challenge. This time we started from the following idea: Taste? Good. Smell? Good. Sound? Extra good. That’s how we came up with Hear the Crunch, because we wanted to show that the experience of a meal can be enhanced by the sounds produced by fresh and crunchy ingredients,” said Vlad Socianu, Group Creative Director of Publicis Romania.