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Burger King brings its Fiery Crispy Chicken to the Core, The Heat Menu to Dubai’s Spicy Food Lovers

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Burger King brings its Fiery Crispy Chicken to the Core, The Heat Menu to Dubai’s Spicy Food Lovers

The American multinational chain of burger fast food restaurants, Burger King, teased a new campaign on the billboards of Dubai, adding “The Heat Menu”, which is being touted as the spiciest on the menu.   

Burger King is turning the fire up with three different items from “The Heat Menu”. The first one is the Fiery Chicken Fillet, filled with a crunchy and spicy chicken fillet, topped with crisp tomato, creamy mayonnaise, and fresh lettuce in a soft potato bun. The second sandwich is the Fiery Chicken Royale that includes a spicy chicken patty stuffed with fresh lettuce and juicy mayonnaise in a tasty seeded bun. Last but not least, Burger King presents to you 3 pieces of Fiery Chicken Tenders with a spicy kick with some crunch. 



The visuals appear on a partitioned background, gathering the black and burnt orange colors together. As for the ad copy, the campaign is introducing “The Heat Menu” to the audience, describing it as “Fiery to the core” with the names placed under each sandwich. In addition, at the right bottom side of the background, sided with Burger King’s number and a call-to-action for downloading the app from Google Play and App Store.   

The most interesting fact is that the ad copy highlights the phrase “Keep Your Laban Close” which means in Arabic “خلي اللبن قريب”, as an indicator of the extreme level of the spicy sandwiches. In other words, It is known that drinking milk along with spicy food helps ease the burn and numb the burning sensation. 

This new campaign starts in the second week of May in a limited location on UniPole at Sheikh Mohammed Bin Zayed Road and on Lampposts at Sheikh Zayed Road, Heasaa Street, Al Khail Road, and Sheikh Rashid Road in Dubai.

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