To announce the return of Cheesy Tots — a fan-favorite that was discontinued in 2009 — we created a comeback within a comeback and reunited the two most iconic tot lovers of all time: Napoleon Dynamite and his best friend Pedro. Within 24 hours, our launch video received over 1 million organic views with a 98% positive sentiment. Our fans couldn’t get enough — so we fed them even more content featuring the duo. In the end, the Cheesy Tots campaign achieved over 1.4 billion media impressions and became one of the biggest comebacks for a limited time product in Burger King history.

To announce the return of Cheesy Tots, we created a launch video reuniting Napoleon Dynamite and his best friend Pedro in a reimagining of their famous “tots cafeteria scene.”

As soon as the Napoleon Dynamite themed announcement video was shared on Burger King’s social channels, Cheesy Tots enthusiasts and Napoleon Dynamite fans went wild leading to an 168% spike in product conversation and 35% more brand mentions in the first 24 hours. Fans wanted more. Throughout the run of the limited time return, conversation was sustained and sentiment was bolstered by releasing bite sized pieces of content featuring the actors, partnering with Giphy to distribute campaign gifs and activating social influencers to create memes using screenshots from the video. Additionally, we ramped up community management by responding to loyal fans with customized GIFs and memes from our Napoleon launch content.

Impressions: 1.4 Billion Impressions

Sentiment: 98% Positive sentiment

Brand Mentions: 80,000

Conversation: 168% spike in product conversation

Trending: 6 consecutive days as a trending topic on Facebook