The summer in 2018 was the hottest in Sweden in 260 years. More than 80 wildfires were ravaging the country. Many Firemen from Sweden and even helping other countries were fighting the fires. Among them were thousands of voluntary Firemen.

The government declared a nationwide barbecue ban. On bad thing led to another, for the barbecue loving Swedes.

These two things were the conversation topics of the nation. Everybody was talking about the fires AND the barbecue ban. Sweden was a country in "despair". And what if it happens again next summer?!

At this stage Burger King launched their Grillsurance Whopper.

The promo is very simple - Buy a Grillsurance Whopper, add Euro 0,5 and you'll get a unique code that you can register online.

If there will become a barbecue ban during next summer 2019 in your area, you'll get a text message saying you can pick up your free Whopper at the nearest Burger King. Same thing will happen for every day that the ban exists.

All the surplus from the sales was doubled by Burger King and donated to the Swedish Volunteer Fire Brigade.

Burger King is globally famous for their flame grilled burgers. But not in Sweden. Only 42% of the Swedes knows this fact and think that Burger King fry their burgers, just as McDonalds do.

During the fires Sweden came to a stand still and when the barbecue ban happened it was on everybody's lips.

Burger King found a way to hack into the national conversation, became a part of it and put focus on their flame grilled burgers.

The Grillsurance Whopper was launched with a register webpage. A launch film was released in social media. The promo was then present in all Burger King restaurants in Sweden, in video menues, big window foils, trays, burger wraps etc.

The Burger King restaurants in Sweden sold on average 3,3% more Whoppers than prior to the campaign. More importantly Burger King and flame grilling hamburgers became part of the conversation. The news in media about the Grillsurance Whopper travelled far beyond the borders of Sweden.