Brief Explanation

The Challenge: Fast food is an incredibly competitive category, with an ever-increasing number of brands jostling for attention. In 2015 we were outspent, overwhelmed and under-armed. The once famous Burger King brand urgently needed some fuel. The Idea: We publicly offered our biggest rival an olive branch, suggesting the ultimate burger mash-up: The McWhopper. Bringing the Idea to Life: It started with a print ad in the New York times and quickly spread across the internet. All traffic was directed to a media-kit website, ensuring the McWhopper burger became a reality. Finally when McDonald’s said ‘No’, we teamed up with other burger brands to create the ultimate Peace Burger. The Results: The McWhopper campaign spread across the internet, reigniting the fire around the Burger King brand, driving Whopper sales across the country, and creating an whopping amount of incremental revenue for the business. And we did it with less than $2M.