Burger King has named Mojo Supermarket as its U.S. social agency of record and Praytell as its public relations agency, signalling a renewed focus on cultural relevance and digital engagement.
Mojo Supermarket will lead the brand’s always-on social strategy, including creative content, community engagement, and activations. Praytell will manage earned media, influencer relationships, and cultural storytelling, working closely with Mojo to strengthen Burger King’s position as a challenger brand in the competitive quick-service landscape.
The appointments come after a viral moment on social media, when Burger King responded to a widely shared video of McDonald’s CEO Chris Kempczinski taking a minimal bite of the chain’s new Big Arch burger. Burger King’s response featured President Tom Curtis taking a full bite of a Whopper, commenting that “the only thing missing from this meal is napkins.” The post quickly captured attention online, reinforcing the brand’s playful and culturally aware marketing style.
The agency changes reflect the growing importance of social media and real-time cultural engagement in building brand relevance and driving earned media. QSRs are increasingly embracing combative, attention-grabbing campaigns to differentiate themselves and attract new customers while retaining existing ones.
The agency partnerships are already showing results. Burger King has successfully tapped into trending conversations around fast-food rivalries, with other chains like Wendy’s, A&W, and Jack in the Box also joining in on the playful commentary. The coordinated approach allows Burger King to engage consumers across multiple platforms while maintaining a consistent voice.
Burger King’s business performance remains strong, with same-store sales rising 2.7 percent for the period ending December 31, 2025, exceeding analyst expectations. Growth was supported by promotions such as a SpongeBob SquarePants-themed menu, aimed at family dining.
Parent company Restaurant Brands International recently expanded its Reclaim the Flame strategy, focusing on marketing investment, updates to core menu items including the Whopper, increased use of AI for operational insights, and selective refranchising of locations.
