MAX Burgers, pride themselves on serving Sweden’s tastiest burgers. In the spring of 2022, they were about to present their most important product launch in years, a completely new menu of Swedish fried chicken burgers. But competition is fierce, making it more and more difficult to break through the buzz. Therefore, MAX Burgers wanted a pre-launch campaign to help pave the way for the actual launch. A campaign that helped manifest MAX Burger’s passion for great food. As it was a pre-launch phase, we weren’t allowed to tell anyone that it was fried chicken burgers. And we couldn’t show any fried chicken burgers at all. But we could share sound. The sound of biting into a crispy and golden deep fried chicken burger! So, we built a custom-made sound booth inside the MAX BurgerLab in Stockholm. Here we could record the first bites of the new burgers to share with the rest of the world. We then posted a cryptic invitation in MAX social media asking burger lovers to apply for a secret tasting event. The best applicants were invited to visit and try the new fried chicken burgers. Each crispy bite was recorded and made into short videos for MAX social media. Together with the guest’s initial taste reactions these sound focused videos gave us mouthwatering content to use in the weeks leading up to the actual launch. All without mentioning, or showing, that it was fried chicken burgers. That delicious sound of something crispy, golden and deep fried helped us tease a lot of taste buds. It helped us get fans excited about MAX gearing up to launch something big.