Cannes Lions

Burger King Halloween Whopper

TURNER DUCKWORTH LONDON & SAN FRANCISCO , London / BURGER KING / 2016

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Overview

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Credits

Overview

Description

We took the inspiration of Halloween dress-up to design the packaging for the range.

The Halloween Whopper has been dressed up as a white bandaged mummy, which when unwrapped contrasts with the black bun Whopper. We created a range for the Chicken Fries packaging by dressing up the existing iconic cult packaging complete with Halloween inspired hashtags: Grim Reaper #Mortifies, Electrocuted Chicken #Electrifries and Frankenstein’s Monster #Frankenfries.

As well as Halloween inspired food the brand also created a pumpkin flavoured latte that was served in a ghoulish pumpkin cup. All Burger King guests love the BK crown so we rewarded them with a skeletal execution using illustrations of individual bones from the human body.

Execution

Drawing on Burger King’s developed visual identity and global packaging, this limited edition range was also created with a witty tone of voice combined with bold graphic illustrations and elements to create ownable Halloween characters.

The packaging formats and materials needed to remain as currently used in order to remain food safe. The dyeline for the crown also needed to remain as per the current BK Crown shape to keep material usage as low as possible.

Outcome

The Halloween Whopper Campaign was a huge sales success achieving up to 2x the sales of the historical average for Whopper Limited Editions.

The packaging went viral on social media was shared by guests around the globe organically trending on Facebook and Instagram to achieve 4 billion media impressions globally (Source: ABPR, Evercom, Weber Shandwick, Emanate and Ketchurn), earning an estimated media value of 42 million USD.

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