Burger & Lobster - Lobster Loaded Fries

We launched a bold, indulgent campaign at Burger & Lobster this May to introduce a limited-edition secret menu item; Lobster Loaded Fries, a gourmet sharing dish featuring two whole lobsters, cheese sauce, lemon & garlic butter, and optional Exmoor caviar. Priced at £80, the dish was marketed as the ultimate luxury fries experience.

To build excitement, a secret codeword early access mechanic was introduced from 5th May, granting diners a two-week preview before the official menu debut on 19th May. The campaign aim is to target foodies and brand fans with language centred around extravagance, exclusivity, and social dining.