BUBBLE Studios and Plus Studio, in collaboration with Burger King, have launched a combo set to coincide with the release of the film «Major Grom: The Game»

In an effort to support domestic superhero cinema, Burger King, together with BUBBLE Studios and Plus Studio, with the support of the Megalicense agency, announced the launch of a new combo set specifically for the release of the new film «Major Grom: The Game». The set is based on a new interpretation of shawarma, the «Shavopper» roll, made from 100% beef cooked over an open flame, and collectible keychains featuring characters from the Major Grom films.

 

Major Grom has won the hearts of millions of Russians: 2.6 million copies of comics about him have been sold, and films about his adventures continue to attract viewers of all ages to the screens. 

 

The Shavopper roll is a new take on the classic shawarma recipe based on the key ingredients of the signature Whopper: 100% beef cooked over an open flame. There is also a special gift: keychain figurines of characters from the Major Grom films, which will be a great addition to any fan’s collection.

 

«I think our collaboration with Burger King on the film “Major Grom: The Game” was actually a really cool precedent for a collaboration between an interesting, cool, high-quality brand with its own young, vibrant audience and another large, cool, nationwide brand with its own audience. In other words, I think everything worked out there: the unique product that was created for the campaign, in the form of “Shavopper,” and the small figurines, which were also based on the gacha technique, meaning they were surprises — no one knew which ones they would get, so more and more people kept coming. We took this on board and discovered for ourselves that people really like getting surprises. That’s why we think it was the perfect moment to try and show that audiences can be combined in a cool way, brands can be friends in a cool way, and colorful characters can be interesting to both those who are already familiar with them and completely new people. That’s why we feel that it was really cool from all sides», — commented Roman Kotkov, editor-in-chief of BUBBLE Publishing. 

 

«As Major Grom said, ‘Think, think.’ We thought about it and realized that fast food restaurants have traditionally gone well with superheroes, but no one has yet collaborated with domestic fighters for justice, such as Major Grom. As a native of St. Petersburg, Major Grom is a big fan of shawarma, and Burger King’s audience are big fans of grilled meat. That’s how “Shavopper” was born, becoming the heart of the new combo», — noted Ivan Shestov, Commercial Director of Burger King.

 

The new combo meal was available at all Burger King restaurants in Russia starting May 23, 2024. More than 800 Burger King restaurants took part in the promotion. 20,000 combo meals were sold on the first day. The project was implemented with the strategic participation of the Megalicense agency, which initiated and supported the collaboration from the initial idea to the coordination of partners at all stages of the campaign.

 

About the Major Grom franchise

 

In April 2021, the film Major Grom: The Plague Doctor was released. The plot is based on the most popular and successful comic book in Russia, which became a national bestseller, surpassing 100 issues and 25 books with a total circulation of over 1,000,000 copies. Major Grom: The Plague Doctor was released on Kinopoisk on May 5, 2021. The film took first place among Russian projects in the service’s top viewing list at the end of the year. In July 2021, Major Grom premiered on Netflix, where it became one of the ten most-watched films in 89 countries, including Russia, as well as the most-watched non-English film of the month and one of the top 20 most-watched films on the service in 2021. In the second half of 2023, Major Grom: The Plague Doctor became the most popular Russian film on Netflix. It garnered 1.7 million views in the second half of 2023, became the most popular Russian film on the service, and entered the top foreign films on the online cinema.

 

In 2022, Kinopoisk and BUBBLE Studios announced that Major Grom would become a film franchise: in 2023, the prequel Grom: A Difficult Childhood was released, and in 2024, a new part of the film universe called Major Grom: The Game was released. The film topped the Russian box office in its first weekend.