Australia’s burger chains are in a constant battle of whose burger is better, tastier and bigger. Without their big marketing budget, Burger Urge needed to do something to stand out amongst the noise. So they launched The Nashville Death Wish, Australia’s Hottest Burger. Laced with an Aged Moruga Scorpion chilli, the burger boasts a scorching 2 Million Scoville heat units. More than police pepper spray.
To get the word out about The Nashville Death Wish and encourage purchase we created TRIAL BY FIRE. An extreme eating challenge that could only be taken if you signed a legal waiver and wear PPE before taking a bite.
First, we left journos speechless challenging them to trial Australia’s Hottest Burger. Influencers took up the challenge, encouraging men to bring their mates in store and watch each other suffer. And soon the story took off nationally, featured by major news outlets across the country.
