France is internationaly known for being the land of cheese. There is cheese absolutely everywhere.

And when it comes to fast food and burgers, this simply is the most used "secondary ingredient", ahead of bacon. All the fast food restaurants, chains or independent, big or small, have burgers with cheese at their menu.

So when Burger King decided to launch its Cheese Lover, burgers with cheese everywhere (slices of cheese, cheesy sauce and pieces of cheese incrusted in the bread), the challenge was clear: how can we differentiate ourselves from the thousands of other burgers with cheese and present the specificity of our burger (extreme intensity of cheese) to attract people in our restaurants?

To make everyone know and talk about our new Cheese Lover burgers we adopted a surprising strategy: we decided to talk to... those who don't like cheese.

Because yes, there are people in France who litterally hate cheese.

And the release of our new extremely cheesy burgers is going to be a nightmare for them.

So we decided to talk to them, understand their fear but also warm them of this release and offer them the only choice they'll have while our burgers will be available for 8 weeks in our restaurants: leave the country and go to the furthest place possible on earth to avoid our Cheese Lover.

And that offer became real thanks to a post on Burger King Facebook page where people had to comment with the most cheese emoji they can do get a chance to win a trip at the other side of the world.

We knew that talking to the cheese haters to launch our new cheese lover will create engagement / discussions on social networks and then help us to reach a lot of people organically and raise the awareness of our burgers.

Because cheese is sacred in France.

Because we all have in our relations someone who strongly hate cheese and who we love to mock.

Because those who don't like cheese have a profound hate / distate of it and want to make it known.

But above all, because we knew that by adopting this surprising strategy and making all that noise around the cheese haters will allow us to catch our real target attention, the cheese lovers, and make them curious about these extremely cheesy new burgers that scare the cheese haters so much.

The 4th of March, we posted on our Facebook page a video to introduce our new Cheese Lover burgers, burgers with cheese everywhere (slices of cheese, cheesy sauce and pieces of cheese incrusted in the bread).

This video presented a cheese hater comedian who decided to give up his life / family and leave France when he hearded that Burger King was about to launch the Cheese Lovers.

So we decided to launch a contest within our cheese haters' fans and offer them the same chance: leave the country and go to the other side of the world to be as far as possible from our new cheesy burgers.

People then had a week to comment our post with the most cheese emojis to get a chance to win the trip.

We thought love for cheese was strong in France, we've been amazed to see how far went the hate!

In only one week of contest, we had more than 150K comments on our post.

290 million of cheese emojis have been posted.

And what could we say about our winner, Sabine C. She posted 14 million cheese emojis on her own.

And as expected, this massive social engagement made all those who love cheese curious...

They rushed our restaurants (+33% trafic) and our new burgers quickly became our top 1 sale as 40% of our burgers sold were Cheese Lover during the campaign.