Eat the Buns not Bundee Campaign

When Supermac's wanted to celebrate their brand ambassador Bundee Aki's journey to the Rugby World Cup with a special burger launch, they approached our team to create a buzzworthy campaign.

My role as the Creative Strategist was pivotal in bringing this campaign to life.

We were exploring the potential of social media filters to drive customer engagement, when I struck gold with a simple yet effective idea:

“Eat the Buns, Not Bundee”

The concept was to engage the Rugby community with a fun and interactive AR filter, in which they were timed to catchy falling Supermac’s burger icons while dodging the Bundee Aki face icons.

That clever play on Bundee Aki’s name and the burger buns was the creative spark we needed.

The results were a Grand Slam! The campaign landed in the top 10% of creator's effects on TikTok, with an average playtime of 90 seconds and a whopping 6 million impressions. My creative strategy and copy were the missing pieces that made this campaign not just successful but a standout.