Manila, Philippines – Burger King in the Philippines has teamed up with Dentsu Philippines in launching “Real Feels,” a social media campaign that turns real online conversations about food cravings into creative depictions of Burger King products.
According to Dentsu Philippines, global online conversations around food cravings surged to over 2.5 million in 2024 — a 195% increase from 845,000 previously. Using this insight, Dentsu Philippines transformed chat bubbles into visual elements resembling burger ingredients such as buns, lettuce, patties, and cheese. These were then arranged to form Burger King’s most iconic burgers, each paired with relatable snippets that reflect how people talk about cravings online.
The campaign, which debuted on Instagram and Facebook, showcased items including the Original Whopper, the X-tra Long Chicken, the 4-Cheese Whopper, the Chicken King, and the Double Cheeseburger.
Kristine Wong, marketing head at Burger King Philippines, said, “We’re proud to collaborate with a partner who understands our audience as deeply as we do—recognizing their authenticity and embracing their playfully irreverent side.”
Meanwhile, Nikko Borromeo, creative director at Dentsu Creative Philippines, commented, “At dentsu, we always aim to meet people where they are, and we want to bring that to life for our clients. Growing up in a Filipino culture that loves food, our team immediately connected with the idea of cravings as an emotional truth. By listening to the pulse of how Filipinos talk about food, we delivered an interactive engagement where every layer, like every bite, speaks.“
