In Japan, potato supply shortages had become a societal problem since the end of 2021 due to flooding in North America and logistical disruptions caused by COVID. Competing fast food restaurants were forced to deal with the situation by reducing the size of their fries and discontinuing some sales.
However, amidst all this, it was Burger King's ardent desire to provide the same enjoyable dining experience as before, without forcing customers to make a sacrifice in this unprecedented supply crisis.
Burger King asked for help by issuing a release seeking new side order items to replace French fries. But it didn't stop there. The company and its customers had created a place on Twitter where everyone can readily suggest ideas to solve the potato shortage.
As a result, exactly as we had hoped, ideas poured in one after another from various companies, organizations, and even fans. The comment section attracted attention from all over Japan and developed into an announcement medium allowing many companies to participate. Ultimately, we narrowed down the many ideas to one, and began selling the product the following month. The French fry discontinuation crisis was overcome by working together with customers all over Japan.
This initiative, which started with a single tweet, spread rapidly and became a major topic of conversation. The media also paid a great deal of attention. With everyone’s help, we were able to overcome the French fry crisis.

(Results)
1461 comments for the new side order item
331 media posts
Total advertising value of $3.3 million
Media hits approx. 90.15 million