Burger King ranked low among other fast-food restaurants in “modern brand” attributes. Making matters worse, our guests’ tastes are evolving, shifting towards more natural, organic, sustainable and special diets. We were quickly losing relevance with the modern guest and, as a consequence, suffering in frequency and penetration.

How does a brand known for its flame-grilled beef burgers credibly expand its own definitions to connect with new guests, reinforce its equity, while still relying on scale?

More than a token veggie burger option in our menu, we needed an entirely new approach that would send shockwaves through our own company culture and our category. A guest-centered and socially-driven innovation that would drive our business forward.

Enter Burger King’s partnership with Impossible Foods: the Impossible Whopper.

Our objectives:

1. Communications

Drive awareness for the new Impossible Whopper to 20%

KPI: 2 Billion Media Impressions with an earned media value of $40MM (benchmark based on our own previous high performing campaigns)

2. Marketing

Drive penetration within lapsed fast-food guests

Increase frequency of existing Burger King guests

3. Commercial

Drive incrementality of the Impossible Whopper