With Meating Room, I had the chance to launch a campaign that was as bold as the burgers themselves: “We Like It Thick.” The whole idea was planted around the word thick, and we kept teasing it in the lead-up, building curiosity with hints that “something thick is coming.” 

By the time we dropped the product, people were already in on the joke. We rolled out playful stickers with meaty puns and cheeky, provocative lines that kept the tone fun without feeling forced. It was one of those campaigns where the vibe did half the work. People laughed, shared, and connected with it, and that made the burgers stand out even more.