OUR
Distillation
Process
Take
Break
Make
The Double Cheeseburger has always been a classic—reliable, comforting, and instantly recognisable. But the problem with familiarity is that people sometimes stop noticing it. In a market full of new limited time offer launches and flashy competitors, we had to make an old favourite feel fresh again.
Take
Break
Make
The insight came from something small but powerful: the pickle. Some people love the tangy crunch. Others absolutely cannot stand it. The “pickle debate” had always existed—we have all noticed the ‘Special Order’ sticker, or those lone pickles being left on the tray—but the debates resided quietly in kitchens, at tables, or in group chats.
Take
Break
Make
We built our campaign around a single, playful idea: turn pickles into the hero — or villain — of the Double Cheeseburger. Guided by the fact that Singaporeans love to debate food online, we crafted a social-first strategy that encouraged participation, humour, and self-expression. Instead of pushing promotions, we created a lively debate, which got Double Cheeseburgers into Singapore’s everyday chatter again.
