CREAMY PUNCHY KICK,
A ZHI CHAR CLASSIC.
A soul-satisfying bold new bite.
How can we tap into the buttermilk craze? A rich, creamy, yet familiar flavour profile with a little spicy kick. It’s everything consumers love!
Buttermilk to the asian context may sound quite western. But! It's a key player in a bunch of zhi char dishes. Consumers are claiming their cultural identities through food and overwriting narratives of dishes, ingredients and more. BK brings an unexpected, yet familiar touch of umami to its limited time offerings.
Old school energy. New school flavour.
Service
Concept, Key Visual, Social Content & Video, Product Video
Market
Client
Singapore
Burger King
Year
2025
SOLD OUT
INSIGHT
A little familiar, a lot of wow. Foods that express cultural relevance or curiosity make consumers feel adventurous and socially “in the know,” motivating them to purchase for both taste and identity expression. The balance of familiarity and uniqueness reduces risk while boosting curiosity, encouraging trial and shareability (especially for social experiences).
