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Burger King
The McWhopper Proposal

RAN IN: United States

CLIENT
Burger King

AGENCY
Y&R New Zealand *Lead Agency

Joshua Moore, CCO/CEO
Jono Key, Head of Planning
Tom Paine, Creative Director
Victoria Meo, Account Director
Liz Rosby, Agency Producer
Sacha Moore, Agency Producer
James Wendleborn, Senior Designer
Marie-Claire Manson, Media Planner
Melissa Logan, Digital Producer


DAVID The Agency


ABPR


Code and Theory


Turner Duckworth


SUMMARY

In 2015, Burger King was outspent, underarmed and overwhelmed in the incredibly competitive fast food category. Our idea began with an open letter in the New York Times; a peace offering to our biggest rival. Immediately the McWhopper idea took on a life of its own, making headlines across the country. While the campaign twisted its way through popular culture we continued to stoke the flames with iconic billboard placements, social influencers and a carefully crafted media kit disguised as a website. Although the offer was declined, the campaign was an overwhelming success - shifting all brand measures, selling a truckload of Burgers. Oh, and we helped World Peace, too...

CASE VIDEO


Hero Medium: CONSUMER INVOLVEMENT/USER GENERATED

Medium Featured On Video: BRANDED CONTENT;CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);Viral (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);EVENTS;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);OOH;Billboard;PACKAGING;PR;PRINT;Newspaper - Print;PRODUCT DESIGN;SOCIAL MEDIA

Audience: Brand Influencers

Objectives: Build brand equity

Type: Business to Consumer

Classification: National

Language: English