the viral burger collaboration
that changed everything

Brief

Drive trial and awareness of Maker’s Mark bourbon in the UK.

Overview

Orchestrated a four-way brand collaboration between four brands that value craftsmanship and resonate with Maker’s Mark target consumer.

• Honest Burgers - the UK’s largest handmade, premium patty burger restaurant group with 39 restaurants.

• Maker’s Mark - one of the world’s most loved bourbons.

• Thiccc Sauce - a small-batch craft sauce brand based in Leeds.

• Good One Sodas - a small-batch craft soda brand based in London.

Launched in 2021 across 39x Honest Burgers restaurants, the ‘BBQ Sriracha burger’ comprised of Honest’s classic beef patty, Thiccc Sauce x Maker’s Mark Bourbon BBQ Sriracha and was accompanied by the Good One x Maker’s Mark Bourbon Peach Iced Tea.

It was the most successful burger launch in Honest Burger’s history and continues to be a main feature across the group nationwide.

Responsibilities

Ideation and concept, partner management and collaboration, content creator and influencer engagement, media events and PR collaboration.

Services Tags

Brand & Strategy, Partnerships, Commercial Planning