“Want fries with that, or that, or that?”: Burger King turns DoorDash into a nationwide fry sampling engine in new campaign via Pitchblack
With more Kiwis choosing drive-thru and delivery, Burger King faced a simple truth: skinny fries don’t travel. So it’s created new fries built to go the distance and arrive hot and crispy. And to launch them, Burger King has turned DoorDash into a nationwide sampling engine, delivering free fries alongside everything from flowers to flat whites.
Created by Pitchblack, the campaign flips the script on traditional sampling by hijacking the delivery ecosystem itself.
For a limited time, Kiwis can add a free serve of BK Delivery Fries to any DoorDash order, even if it’s not from Burger King. Whether you’re ordering sushi, nappies, or a Big Mac, DoorDash offers up the universal QSR question “Want fries with that?”
“We’ve all had great burgers ruined by sad, soggy fries,” says Leann Smith, Head of Marketing at Burger King New Zealand. “So we fixed the fries and found a disruptive, playfully-smart way to get New Zealanders to try them.”
“DoorDash’s DoubleDash feature was designed to make multi-stop deliveries effortless,” says Rhian Bedford-Palmer, NZ Marketing Manager at DoorDash. “This is the first time a brand has used it this way, and honestly, it’s a bit genius. Who wouldn’t want free fries with their order?”
Says Tom Paine, Pitchblack ECD and Burger King Creative Lead, ‘We love ideas that blur the lines between utility and entertainment. It’s part media idea, part sampling hack, and part PSA for anyone needing free fries with their paracetamol this summer.”
The work rolls out across digital video, social, OOH, radio, and in-app, supported by a creator layer that seamlessly integrates BK Delivery Fries into relatable delivery moments.
Client: Burger King New Zealand
Agency: Pitchblack Partners
Delivery Partner: DoorDash
Production: Jetblack Productions
Media: MBM
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