Brands
Burger King India spices up menu with limited-time Peri-Peri Fest
New range of burgers and sides starts at Rs 99, backed by nationwide marketing campaign
MUMBAI: Burger King India is turning up the heat once again. Riding on the response to its Korean Kimchi Fest, the quick service restaurant chain has launched a limited-time Peri-Peri Fest, introducing a new range of burgers, sides and value meals centred around the increasingly popular spicy flavour.
Available across Burger King restaurants from July 7, the menu features nine products, including the Peri-Peri Veg Whopper, Peri-Peri Chicken Whopper, Peri-Peri Paneer Burger, Peri-Peri Cheese Burger, Peri-Peri Chicken Burger, Peri-Peri Chicken Wings, Peri-Peri Boneless Chicken, Peri-Peri Chicken Nuggets and Peri-Peri Fries.
The company said prices start at Rs 99, with the range available for dine-in, takeaway and delivery. Customers can also opt for Peri-Peri meal combos and menu upgrades designed around the brand’s signature “Dunking” experience.
To support the launch, Burger King India has rolled out a new campaign inspired by the African and Portuguese origins of Peri-Peri, blending music, vibrant visuals and a Gen Z aesthetic. The campaign is led by an original musical film celebrating the bold flavour profile in a playful and energetic format.
“Peri-Peri has emerged as one of India’s most loved flavour profiles, fuelled by consumers’ growing appetite for bold and exciting flavours. With Peri-Peri Fest, we’re taking that love a step further by bringing consumers an experience that’s rooted in the true origins of Peri-Peri,” said Burger King India chief marketing and digital officer, Kapil Grover. He added that the brand’s signature dunking process is intended to deliver a richer and more distinctive flavour experience.
Explaining the campaign’s creative direction, Havas Creative India managing director and chief creative officer, Anupama Ramaswamy, said the campaign was designed as a musical celebration to reflect the theatrical nature of the product. She added that the soundtrack, visuals and choreography were created to capture the excitement of the new menu.
The launch will be supported by a nationwide 360-degree campaign spanning digital platforms, outdoor advertising, social media, influencer collaborations, in-store branding and local activations.
As part of the promotion, customers purchasing select Peri-Peri x Sprite meal combos through the Burger King App will be entered into a lucky draw to win a trip to South Korea. The company is also offering exclusive dine-in discounts through its “Crazy App Deals” programme.
With flavour-led limited-time menus becoming an increasingly important strategy for quick service restaurant chains, Burger King India is betting that Peri-Peri’s growing popularity will help drive footfalls and keep customers coming back for another bite.
