“People started to have some fun with the audio, we saw it starting to trend, so we leaned into it. I think one of the observations on TikTok and other platforms is when you lean into what the audience and community think about the brand and the fun that they’re having and give that recognition back, that’s when they start to love it,” said Clyne.

The remixes kept rolling, with one even using a Daft Punk track, which went viral and produced thousands of comments.

“One of the things that we know about TikTok is the comments can outperform the posts. It’s not always about being visible on your own post, but if someone else is talking about Whoppers, we should be in their comments,” said Clyne.

Burger King U.K. continues to be nimble on TikTok because it is able to react nimbly to trends and get posts approved quickly over WhatsApp. Clyne said some of the top work that Coolr and the brand have done together has been reactive, playing in music, sports and popular culture.

“You can only do that if a brand is willing to play in the way that allows you to do that with speed and agility. Otherwise, it’s just not going to work. And I think we are fortunate to have a client in Burger King where we get stuff approved on WhatsApp that will take other agencies and brands three to five days to get through,” said Clyne.