Burger King Kuwait Harnesses the Power of the Traditional Gold Souk

In the face of Kuwait’s booming gourmet food scene, Burger King Kuwait decided to launch a premium range of its own, the Golden Edition. 

As a QSR, to stand out in the premium category, Burger King knew it had to do more than rely on foodies or food influencers to put them on the scene. To go one step further, Burger King shifted the narrative from everyday foodies to niche experts in premium goods that the local market could relate to: the gold experts from Kuwait’s gold souk, the true judges of the gold standard.

‘Approved by experts’ is the creative platform used to launch the film where our gold expert, Hakeem (The King of gold), verifies the authenticity of Burger King Kuwait's new Golden Edition. 

The idea of having a local gold expert from the traditional gold souk opened up a whole new universe of exciting characters and culturally rich stories, with daily life snippets Kuwaitis can relate to. Exposing our audience to content that highlights their local insights and enhances their traditional aesthetics, gave the brand and product an edge over other options.

This film was created for Burger King Kuwait and Kout Food Group by MC SAATCHI GROUP (CMS), produced by Filmmaster MEA and directed by Damiano Fieramosca.

To bring the story of the King of the Gold Souk to life, Burger King had to create its own little Kuwaiti corner in a traditional Lebanese street, and while M&C Saatchi were all ready to immerse themselves in this golden universe, Damiano (the director) got covid, so the team had to build a Phil Dunphy-style robot to walk him around the set, which was hilarious. Needless to say, the whole production process was a lot of fun, and finding the right cast for each character got us all swiping right to the best personalities in town.

“As creative expats in the region, it was important for us to immerse ourselves in the culture and create content relevant to our audience, but most importantly, one that was close to the heart of all GCC residents, as is the tradition of the Gold Souk.” Camila Venegas Gomez and Silvia Carreño Vera

The film is running in cinemas throughout Kuwait. And the full campaign was launched in mid-July and will run for three months.