Burger King Brazil launches BK Taste with legal campaign and freebies for lawyers

Burger King is ringing in 2025 with an irresistible new item! This month, every BK location in Brazil welcomed the launch of the BK Taste, with options of 1, 2, or 3 flame-grilled patties, served with the smoky new Taste sauce.

To introduce the new item, BK is rolling out its latest campaign in partnership with AlmapBBDO, inviting Brazil’s lawyers to issue their impartial opinions – since there are probably comparisons out there alleging that BK’s newest sandwich looks like a copy of its competitor’s famous burger.

What most people don’t know, though, is that that sandwich was created to imitate the Whopper! In the early 2000s, BK’s signature burger was such a hit that that other chain had to create a similar item to compete in terms of size and smoky flavor.

The logical conclusion might be that BK is free to "copy the copy"– after all, they'd be copying themselves. But the thing is, the new BK Taste is no copy. It’s flame-grilled like barbecue, can have one, two, or three patties, and it’s cheaper, too.

So at participating BK Drives across Brazil, lawyers presenting their valid Brazilian bar association IDs got a BK Taste 1.0, completely free.

The campaign launched on TV and Burger King social media, as well as OOH, ensuring maximum visibility.