Eurobest

Helping Whooper Jr

180HEARTBEATS+JUNG V MATT, Warsaw / BURGER KING / 2022

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Overview

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Credits

Overview

Background

Every December, McDonald's Poland hosts McHappy Day, a fundraising effort in which they donate 1 Polish Zloty (around 25 cents of a US dollar) to help the Ronald McDonald Foundation. Said foundation builds and mantains facilities near children's hospitals, that allow parents to be there for their children as they struggle with their medical treatments. Currently, there are 377 of such places around the world, 2 of them in Poland: in Krakow and Warsaw. To help and support this praiseworthy effort, Burger King Poland decided to forgo potential profits and encourage the guests of their restaurants to join its competitor's fundraising.

Idea

On Saturday December 11th, 2021, McDonald’s Poland donated 1 PLN from every pack of fries they sold to the Ronald McDonald Foundation. Burger King believes this is a great cause, so they decided to support their biggest competitor in selling as many fries as possible.

That's why the campaign Helping Whopper Junior was born.

During that specific Saturday, we encouraged people to buy fries from McDonald’s and bring them to any Burger King in Poland. To thank them, we gave them a free Whopper Junior in exchange.

Strategy

The key message focused on that Burger King not only dreams of making the world a better place. BK does not proliferate charity campaigns but acts on known and liked existing activations. The brand engages across all divides and takes advantage of convenient opportunities to do so.

For our surprising promotion at Burger King - free burgers for anyone who buys fries at McDonald's - the natural choice was to use a wide-ranging social media and video format and channels.

Execution

The campaign started with the publication of both a video and static teaser. In them, we pixelated the competition's logo, which in turn aroused additional interest from both customers and media. Once interest was piqued, Burger King's social media channels published Instagram stories with instructions for the upcoming activation, along with a video with more specific details. This video encouraged people to visit any of the 68 Burger King restaurants in Poland, as all of them got involved in the activation.

Outcome

Our campaign became viral and garnered very big numbers:

PEOPLE REACHED: 7.5 MILLION

TOTAL NUMBER OF PRESS PUBLICATIONS: 69 (32 in Poland, 28 abroad).

TOTAL NUMBER OF COUNTRIES: 14.

TOTAL POST REACH 4 775 478

TOTAL POST IMPRESSIONS 6 119 233

NUMBER OF REACTIONS 24 320

NUMBER OF SHARES 508

NUMBER OF COMMENTS 1195

NUMBER OF SAVED POSTS ON IG: 520

TOTAL AVE: 79 615 USD

And most importantly, 4.000 WHOPPER JUNIORS were given to help.

And all this, with only 7.000 USD spent in media.

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