Burgerizzr - Habharizer

Background
In Saudi Arabia’s crowded spicy burger market, “spicy” had become predictable and overused. Burgerizzer “a homegrown Saudi brand with more than 100 branches across the Kingdom” approached us with an idea: A new chicken burger infused with Shagara chili, a pepper native to Saudi Arabia, blended into the patty, sauce, and fries.
The challenge was shaping the launch
how to take this local ingredient and transform it into a story, a name, and an experience that would stand out and spark participation, but also cut through a saturated spicy market and reinforce Burgerizzer’s bold positioning in Saudi food culture.
The objectives
Introduce the new chicken burger as more than a menu item, as a bold statement in flavor. Spark conversations through a social-first. Strengthen Burgerizzer’s positioning as a bold, locally innovative brand
The Strategy
Habhar: A Local Word, A Bold Brand We began with a cultural insight: in Saudi Arabia, Shagara chili carries a local nickname “Habhar” a word loaded with familiarity, heat, & cultural resonance. By fusing this authentic local expression with the brand name Burgerizzer, we created Habharizer: A name that doesn’t just label a product, but celebrates Saudi street language, turning a colloquial word into a bold brand symbol with instant recall & emotional connection. From Ingredient to Interaction Instead of a conventional reveal, we designed a teaser experience that transformed a single Habhar into a social spark, turning curiosity & participation into the 1st chapter a launch story.
Results & Impact
Pre-Launch Anticipation: Awareness and conversation started before the burger was revealed. UGC at Scale: Dozens of authentic, unscripted videos amplified reach and engagement. Differentiation: The launch transformed a chili into a cultural symbol, giving the chicken burger a unique local identity. Brand Equity: Strengthened Burgerizzer’s image as a bold Saudi innovator willing to take risks. Industry Ripple Effect: Competitors, from global giants like McDonald’s to local players like Shawarmer, soon followed with their own Shagara chili offerings — confirming Burgerizzer’s role as the true pioneer and category trendsetter. we set a market standard!
Burgerizzr became a Trendsetter & Category Pioneer!