Burger King Mexico wanted to generate excitement surrounding the launch of their new Stacker Salvaje with four patties. So we used a medium that no other company could: the sign in front of the restaurants. We redesigned our logo so that instead of one “Burger” in Burger King, there were four, surprising consumers and effectively communicating the benefit in an easy-to-understand way.

People are used to seeing the Burger King signs outside of stores, and expect them to always be the same. So to communicate the Stacker Salvaje with four patties, we decided to surprise them by redesigning our logo to have four “Burgers” in Burger King. By not using any traditional media, and instead changing something nobody would expect to change overnight (the massive signs in front of the restaurants), this activation enticed people to enter the restaurants, and to view BK as a dynamic, surprising brand. We changed multiple signs throughout different cities in Mexico , generating buzz and sales.

Our strategy was to use something people are already familiar with seeing–the massive signs in front of restaurants–and surprise them with a major change, enticing them to enter the store and see what it was all about. The redesigned logo with four “Burgers” in Burger King was also novel, in that we did not use any traditional media, and instead used something nobody would expect to change overnight.

We redesigned our logo so that instead of one “Burger” in Burger King, there were four, and replaced the large, lit-up signs in front of restaurants with the new logo. The new design effectively communicated the Stacker Salvaje without using any of our media budget, and drew people into the store directly.

The new design surprised consumers and effectively communicated the benefit of the Stacker Salvaje in an easy-to-understand way without buying any media. It drew people into the store directly, increasing sales of the Stacker Salvaje, while also generating buzz and establishing Burger King as a playful, dynamic brand.