To take it a step further, we put together a tasting event… but without telling anyone what they were signing up for. No menu, no hints, just an invite. The idea was to let people experience the reveal in real time. When we finally placed that thick, juicy burger in front of them, the reactions said it all: wide eyes, big smiles, and the kind of silence that only happens when food is that good. 

We recorded their first bites, their unfiltered feedback, and that raw excitement became the heart of the campaign. It wasn’t polished ads or pushy lines; it was real people enjoying a really good burger. And honestly, that’s what made the whole thing click.