BURGER KING TURNS ORANGE.

A SPONTANEOUS SAUCE MOMENT BECOMES A NATIONAL WINK. 

Sometimes, all it takes is a small moment of curiosity. Mix Heinz ketchup and Heinz frites sauce at Burger King, and you get a vibrant orange sauce. No secret recipe, no launch campaign. Just a happy accident hiding in plain sight. This playful insight became the starting point for a bold activation by SuperRebel.Agency, in collaboration with Burger King and Heinz.

Pitched proactively ahead of Koningsdag (Kings Day), the idea quickly caught fire. Burger King was instantly on board, recognizing the power of something simple, unexpected, and visually iconic. When Heinz joined the party, the idea evolved into a three-way collaboration grounded in strong branding and fast execution.

Design played a crucial role. From the start, visuals were developed with Burger King’s bold, flame-grilled aesthetic in mindrich tones, strong typography, and playful minimalism. At the same time, Heinz’s distinctive red and cream colors were subtly, but unmistakably, present in the asset. The campaign feeling was fun, confident, and unmistakably on-brand for both.

The campaign launched under the headline “Burger King Kleurt Oranje”, a nod to Koningsdag, but with enough universality to live beyond just one day. Customers are encouraged to create the orange mix themselves. Right there in the restaurant, with nothing more than a swirl of sauce. Social content, outdoor media and paid activations help drive traffic to restaurants and get people curious (and hungry) for the bright new combo.

What makes the whole thing even sweeter? How quickly it came together. From idea to execution, all three parties moved fast, iterated hard, and made it happen without losing quality. That kind of alignment is rare, and everyone involved is proud of what’s been pulled off in such a short time.

No new product, no campaign clichés. Just ketchup, frites sauce, and a clever moment of creativity brought to life with bold design, great timing, and a very orange wink.