Burger King turns NZ customers into fugitives to promote the return of the Outlaw Burger

Burger King is promoting the return of the Outlaw Burger with a new campaign from Colenso BBDO which turns their customers into fugitives.

The campaign draws on security camera footage from stores around New Zealand using images of customers who order the burger to make them the target of a manhunt with a $250 price on their head.

The first person to correctly identify the featured outlaw on Burger King’s Facebook page will collect the $250 reward.

Colenso BBDO creative director Levi Slavin said in a statement: “Buy an Outlaw and get a price on your head. It’s a deliciously simple game that connects social media to the cash register. We’re really excited about the new Outlaw campaign and, if the initial response is anything to go by, so are burger lovers.”

Each day of the campaign a new “outlaw” will used across online banners, pre-roll ads and social media, with billboards, street posters and radio ads supporting the campaign.

Burger King’s general manager of marketing James Woodbridge said in a statement: “The Outlaw concept lends itself perfectly to a manhunt or womanhunt. We are really interested to see the engagement multiplier through social.”


  • Agency – Colenso BBDO
  • Client – Burger King
  • Burger King GM Marketing – James Woodbridge
  • Creative Chairman – Nick Worthington
  • Creative Director – Levi Slavin
  • Art Director/Copywriter – Brett Colliver, Simon Vicars
  • Group Account Director – Victoria Graves
  • Senior Account Manager – Anna Holloway

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