Burgeranch Fights Cost of Living with 3 Million Shekel Investment

Against the backdrop of its expansion and recent return to the forefront, the Israeli hamburger chain Burgeranch is launching a new, large-scale summer campaign with an estimated investment of about 3 million shekels. Created in collaboration with the advertising agency .WE, the campaign continues the brand's signature language under the slogan "100% taste, 0% pose," while integrating artificial intelligence into its creative process.

At the center of the campaign is a commercial video created entirely using AI by The Dor Brothers, one of the world's most prominent creative studios for AI-based video. The video reinterprets the brand's iconic "bull" character and its humorous world through advanced AI technologies.

The campaign highlights the "Family Combina," a signature meal offered during the summer at a special price of 149 shekels. The meal includes 2 main dishes, 2 children's meals, a mix of side dishes, 4 drinks, and 2 surprises. It is available at all branches and for delivery via the Burgeranch website or app.

"We chose to focus the campaign on a value proposition for families against the backdrop of the ongoing discourse around the cost of living and rising expenses during the summer vacation. As an Israeli brand that continues to innovate, we wanted to take our signature language into a new world of AI-driven creation. The connection with The Dor Brothers allowed us to produce an innovative and visually prominent campaign while maintaining the humor and DNA that are so identified with the brand," said Moshe Ephraim, VP of Marketing at Burgeranch.

The campaign features wide television coverage, including prime-time spots on "The Voice" and "Dancing with the Stars," alongside large-scale activity across digital platforms, social networks, and prominent advertising in malls and commercial centers.