Teaseburger Pie

Out of Home Format/s
Mobile Billboards

Campaign Details:
To launch Z Energy’s bold new Cheeseburger Pie, we stirred up some delicious controversy by taking a playful jab at small-town outrage over fast food giants setting up shop. Our targets? Picton and Whitianga, two towns with a history of vocal opposition to big-brand burger joints. On 3rd March, a larger-than-life image of Z’s Cheeseburger Pie appeared on a mobile billboard trailer, driven through each town for three hours before being parked in a prominent location. The teaser line: “Coming Soon to…”, no brand, just a mouth- watering image and a vague threat of change. As expected, local Facebook groups lit up. Marlborough Cool Cats Chat and Whiti Chit-Chat filled with speculation, debate, and outrage, exactly as planned.On 10th March, we revealed the twist: it wasn’t a fast-food giant, but Z Energy, here to deliver something even more unexpected, a cheeseburger in pie form. Billboard skins were switched out to reveal the full campaign message, and locals once again took to Facebook to react, this time with a mix of relief, laughter, and a touch of disbelief. A tongue-in-cheek campaign that combined Out of Home theatre, social listening, and hyper-local insight to launch a flavour with real bite.

Judges’ Comments:
Tease Burger nailed the brief, it caught attention immediately, sparked conversation, and used Out of Home and social together brilliantly.

Category:
Be Seen
Advertiser:
Z Energy
Campaign Title:
Teaseburger Pie
Creative Agency:
Saatchi & Saatchi
Media Agency:
MBM