Burger King has introduced the Sprout Surprise Whopper to change perception of the widely loathed festive vegetable.
The fast food chain, which asserts that “Taste is King”, claims the limited edition burger will “prove beyond all doubt that even the much hated sprout can taste delicious”.
It will be available in London, Liverpool and Edinburgh until 24 December.
While its tactics will evolve, the fast food giant believes the consistency of its overarching marketing strategy is what grounds the brand.
Agencies will complain pre-testing snuffs out the creative spark, but in reality it helps brands identify the best-performing ads and make them even better.
The retailer, which has traditionally focused on in-store shopping only, also plans to roll out its click-and-collect initiative to all stores in Great Britain.