Burger King unveils new Hot Chilli Lover Burger

Retail 19 April 2022

Burger King announced that it has launched a new Hot Chilli Lover Burger in South Africa.

The company decided to launch its most recent Hot Chilli Lover Burger in partnership with SA's favourite hot sauce, Tabasco.

The company noted that the reason for this partnership is to celebrate South Africans as a colourful nation with 11 official languages as well as all the slang words we use such as “Shuuu!" and "sho!”.

This delightful gastronomic and cultural fusion promises a delicious spicy burger that is perfectly aligned with its local market.

“Burger King® partnered with Tabasco to create a unique flavour fusion. At the same time simply showing shots of delicious food wasn’t enough as that was an industry standard. We had to showcase the functional taste benefit in a culturally relevant way to make the offering stand out.” - Glenn Jeffery, executive creative director, Grey Advertising Africa.

“We wanted a campaign that could translate the flavour and spice of the new Hot Chilli Lover. Our brief to our agency was simple: “Explain spice and flavour in a South African context.” The result is a humorous and relatable TV ad, that we can all enjoy. The Hot Chilli Lover is a spicy burger, with enough flavour to make you forget about all the Sjoe, Sho or Shuu moments of the day." - Ezelna Jones, marketing executive.

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