Universal Pictures UK x Slim Chickens

The Solution

Jurassic World: Rebirth provided a unique offering to Slim Chickens’ fast-growth needs: a fresh and exciting new take on one of the most iconic IP franchises ever. Jurassic’s instant recognition amongst a broad audience, in addition to its prestigious history as a box office classic, was perfect to help build Slim Chickens’ reputation and land the epic nature of its burgers.

Importantly, the film was a reboot of the franchise, ensuring that the partnership remained fresh and exciting for a brand that is all about pushing boundaries and staying at the forefront of culture.

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The Results

The campaign was hugely successful with the introduction of the limited edition “Jurassic Crunch Burger”, with POS in over 50 stores across the UK, in addition to on-pack stickers and co-branded bags. The brand used video assets from the film to utilise the IP’s instant recognition, as well as featuring artwork on OOH billboard in key locations.

For further social touchpoints, Slim Chickens held an influencer afterparty after the premiere, with the animatronic Aquilops making an appearance for influencers to post across their channels.

The campaign ultimately helped drive cultural relevance for Slim Chickens, bringing it into the wider theatrical campaign of a fresh new take on an iconic IP. This combination helped the brand against established competitors in the space, whilst also maintaining its agile, dynamic appeal for consumers.