Knowing that “The right music can influence effectiveness by 20-25% of an advertising campaign.” Source: WARC / Les Binet, Power of Music, 2013” and “People react to sound 17% faster than they do visual stimuli.” Source: University of Groningen, 2013, we created a bespoke song to drive the Bacon and Cheese Burger to stand out in the market. Musically, the song was crafted to appeal to a young urban South African market. Lyrically, there was a clever use of ‘B’ alliteration to hero ‘B’ in Bacon and a play on words where “Burger” was used to phonetically sound like ‘Bheka”, a Zulu word meaning ‘Look’. In the 60 second earworm we coined the term, “Burger Le Burger”, meaning “Look at this burger”. We crafted a song that was designed to be an earworm, catchy for the TV commercial, sticky for social media and a sonic trigger to order over the airwaves in-store. The lyrics are a curation of the languages English, Zulu, Sotho, a little Patwa and Spitori slang as cultural nuances of popular kasi rap, amapiano and reggae.