Burger King Releases the new BK Taste, Inviting Lawyers to Try it and to Defend the Product's Originality

Jan. 17, 2025

Burger King® is ringing in 2025 with an irresistible new item! This month, every BK® location in Brazil welcomed the launch of the BK® Taste, with options of 1, 2, or 3 flame-grilled patties, served with the smoky new Taste sauce.

To introduce the new item, BK® is rolling out its latest campaign in partnership with AlmapBBDO, inviting Brazil’s lawyers to issue their impartial opinions – since there are probably comparisons out there alleging that BK®’s newest sandwich looks like a copy of its competitor’s famous burger.

What most people don’t know, though, is that that sandwich was created to imitate the Whopper! In the early 2000s, BK®’s signature burger was such a hit that that other chain had to create a similar item to compete in terms of size and smoky flavor.

The logical conclusion might be that BK® is free to "copy the copy"– after all, they'd be copying themselves. But the thing is, the new BK® Taste is no copy. It’s flame-grilled like barbecue, can have one, two, or three patties, and it’s cheaper, too.

So at participating BK® Drives across Brazil, lawyers presenting their valid Brazilian bar association IDs got a BK® Taste 1.0, completely free.

The campaign launched on TV and Burger King® social media, as well as OOH, ensuring maximum visibility.