Best Restaurant Ads The Client Did Not Pick

The Fatburger promotion entitled “The Meating” was created in response to an RFP. The client (Fatburger) sent up a challenge: entice the target demographic—20-something males—to purchase more Kingburgers. As a caveat, they also said that if the work doesn’t “offend some percentage of viewers,” then the campaign will have failed to create the requisite buzz. All right then.

HL2 leapt willy nilly into the endeavor. First, we took the entire team to a Fatburger to compete in a Triple King Challenge, which requires the consumption of a towering pile of meat. (Side note: our skinniest compatriot, who weighs in at maybe a buck-thirty, finished his in less than two minutes—then ate an entire plate of chili cheese fries…an unprecedented act). Our bellies distended, we set to work, employing a Christopher Guest approach to capturing compelling mocumentary video footage of a series of Meat Champions who were intent on winning the ultimate challenge: The Meating. The online promotion, which we are submitting, was designed to get young, hungry males excited about gorging on meat by immersing them in a narrative about über heroes sharing ridiculous anecdotes about their meat-eating history. The campaign would pay off in-store with related signage and a Kingburger punch card featuring the visage of each of the Meat Champions.

We are happy to report that the client loved the creative, but that the numbers people were unable to come to terms. Alas. Long live meat!

Contributors:

Creative Director:	Rob Dalton
Assistant Creative Director:	Randall Statler
Copywriter:	Rob Dalton
Designer:	Dave Estep
Interactive Developer/Designer:	Eric Ainley

HL2

Location: USA