Burger King NZ launches new brand platform ‘The Burgers Are Better’ via Pitchblack Partners

Burger King has launched a major strategic repositioning, ‘The Burgers Are Better’, developed by creative agency Pitchblack Partners.

The new platform shifts from the global Your Way positioning and reflects several years of investment across the New Zealand business to improve every part of the customer experience. From restaurant refurbishments and operational improvements through to a renewed focus on product quality, the business has been laying the foundations for a more confident brand story.

The new positioning is grounded in customer insight. Research revealed that when New Zealanders compared Burger King with the rest of the quick-service restaurant category, one perception consistently rose to the top: BK burgers taste better. The challenge is scale – with just 77 restaurants nationwide, Burger King often isn’t the closest option. So for many Kiwis, choosing BK means driving past other fast-food options to get there.

The launch campaign is built around a simple human truth: if the burgers really are better, people will happily go the extra distance. It follows one scenario, repeated through multiple lenses: a late-night drive to BK, passing other options along the way. The observational films adapt the story to the media environments they’re viewed in – cinema, reality TV, live sport, sponsorships, social creator channels, and gaming – ensuring each execution feels contextually relevant while reinforcing the central brand idea.

Supporting the launch films is a suite of high-impact out-of-home creative that strips the message back to its simplest expression, confidently declaring The Burgers Are Better.

Says Leann Smith, Head of Marketing, Burger King New Zealand: “A repositioning like this has to be earned. It’s only possible because of the commitment our teams have shown over the past few years to continually improve the Burger King experience. Hearing customers tell us our burgers are better gave us the confidence to put that belief at the heart of the brand. We’re proud of the journey that’s brought us here and excited about what this platform allows us to do next.”

Says Tom Paine, Chief Creative Officer, Pitchblack Partners: “There’s been a lot of complex work behind the scenes to improve the BK experience, but the customer outcome is simple: better burgers. It seemed appropriate to reposition the brand around that same simplicity. We now have a platform that gives us a lot of flexibility across channels and different tones of voice. And crucially it’s more than just a tagline – it’s a benchmark across the business.”

The platform represents Burger King’s most significant brand evolution in years, placing confidence in what customers have been saying all along: when it comes to taste, the burgers are better at BK.

Client: Burger King New Zealand
Agency: Pitchblack Partners
Production: Jetblack Production
Media: MBM

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