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Burger King Revives 10-Year-Old “Subservient Chicken” Ad Campaign

April 27, 2014: 12:00 AM EST
One of Burger King’s most popular ads over the last 10 years was the “Subservient Chicken”, a 2004 campaign based on the “Have it Your Way” theme that garnered more than a billion online views. Subservient Chicken was a man dressed up in a chicken suit that would respond to Web site visitor commands. In its new incarnation, the campaign has a broader target market – not just young men – and has a new twist: the chicken seems to be lost and the Web site provides visual clues as to where it might be. The campaign, tied to the Chicken Big King, includes newspapers, TV, and digital and social media.
Maureen Morrison, "Burger King Resurrects Subservient Chicken", Advertising Age, April 27, 2014, © Advertising Age
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