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Buddhists, voice-activated devices and hipster motorcyclists are all vying to become the new voice of Burger King in France, as it launches a competition for customers to become its jingle.
The country’s brand focus “Mmmmhhh Burger King” has been running since it was introduced in 2016 under creative agency Buzzman. And now it has become so synonymous with the fast-food chain that it has begun a casting competition through TikTok, challenging anyone in the country to recreate the phrase—with the chance of their recording becoming the updated official voice.