The “Khili Chasbid” campaign aimed to resonate deeply with the audience’s craving for a satisfying, memorable burger experience, building a sense of bold, genuine flavor unique to Iran Burger.
category:
services:
Marketing
Date:
team:
Description & Defining
Concept & Structure:
The campaign used a unique, two-phase approach:
1. Teasing Phase:
We challenged typical expectations by portraying an already half-eaten burger. Set against a bold red background, the image featured just the remaining crumbs, a hint of lettuce, and traces of burger oil—an evocative visual suggesting a burger that was simply irresistible. The tagline, “Khili Chasbid” (“It Really Hit the Spot”), conveyed satisfaction and a mouthwatering impact, leaving audiences curious about the full experience.
2. Opening Phase:
In the second phase, we completed the story visually and verbally, with the message shifting to “It was Iran Burger. Khili Chasbid” (“It was Iran Burger. It Really Hit the Spot”). This subtle change brought closure to the curiosity sparked in the first phase, reinforcing the brand’s identity as the source of this fulfilling experience.
Challenge & Solution
ATL Execution:
The “Khili Chasbid” campaign was rolled out across various above-the-line channels, leveraging high-impact visuals that drew attention to the bold red background and minimalist approach. The creative copywriting and striking visuals aimed to build intrigue in the first phase and solidify brand association in the second.
The power of an idea can be measured by the degree of resistance it attracts.
David Yoho
