The Task: Come up with a new product for Burger King and a headline-grabbing way to launch it.

The Insight: Protein has surged in popularity as more people begin fitness journeys seeking out quick and easy ways to pack more protein into their diets.

The Idea: Burger King introduces a first for fast food chains: The Lean King Protein Shake, helping you achieve your royal gains. To grab headlines, the Burger King mascot will pop up at major gym franchise locations with workout classes that offer coupons for your first Lean King Shake purchase to be free, post-class.