Creating a launch campaign for Burger King’s new ‘kosher bacon’ product range made from turkey. The challenge was to create a huge buzz on a modest budget which would encourage customers in Israel to try Burger King’s new product range. Harder still – how could the campaign turn the limitations of kosher requirements, ‘kosher bacon’ into an advantage? The limitations of kosher bacon had to be transformed into an advantage. The strategy was to lean-in, play on the concept of kosher bacon with pride and humor, and find a presenter who would combine the components required to maximize the effect of the launch through a movie commercial, Instagram stories, Facebook and digital billboards across Israel. That perfect presenter was Melech Zilbershlag, an internet celebrity, comedian and content creator from a Haredi community with appeal to religious and secular audiences alike. Melech, a name which translates to ‘King’ in English fits perfectly with the Burger King brand. His youthfulness, humor and religious background were able to reassure customers that the turkey-based product range was indeed kosher, and appeal to the brand’s core audiences. Melech’s internet fame also afforded significant organic exposure through his digital and online platforms. The commercial went all the way into the 4th place on youtube Israel rank for November.